Integration: a vector of growth in B2B

On September 3, 2013, the technological world experienced an important milestone: Microsoft bought Nokia’s mobile phone activities. Whether or not you’re a techie, the event was important both in terms of:

  1. Its 7.2 billion US dollar value and,
  2. A demonstration of the importance of the ecosystem control of the mobile world, from software to hardware.
Nokia S20 exploiting Windows 8

Control of the ecosystem

A famous example of this integration is Apple and its iPhone running iOS. Having created the software and material gives Apple the option of developing unrivaled features and a unique user experience.

Apple iPhone 5

As for Google, it’s trying to do the same. With its 12.5 billion US dollar purchase of Motorola Mobility two years ago, Google is trying to enter the realm of smart phones and the model of integration “à la Apple” by promoting its mobile operating system, Android, on Motorola’s material.

Moto X of Motorola exploiting Android

As for Microsoft, it entered the game with Nokia. Windows Phone 8 is trying to promote its adoption in the market and new developments should follow soon to demonstrate a more complete and conclusive integration with this platform.

Let’s not forget BlackBerry. Despite its misfortunes of late, the company has developed a software and hardware solution that created its brand.

BlackBerry Q10

As I’m writing this article, Apple, Google, Microsoft and BlackBerry each have mobile phone property and have all chosen the path of software and hardware integration to ensure their growth.

Integrated marketing

Modern marketing has experienced changes as deep as those of the mobile phone sector, at least concerning more audacious companies that are able to consider these kinds of changes. Today, rare are the marketing companies that have integrated all of these disciplines, services, channels and technologies required for a complete and conclusive management of the strategy and the implementation of marketing operations. As in the techie domain, integration should take into consideration both software and hardware.

The topic at hand isn’t separate business entities that collaborate with each other, but rather complete integration under a single team. And for integrated marketing to work, both traditionally and online, sales and marketing need to be integrated.

Growth through integration

Thus, companies that are looking to grow should do what the technology giants do and contact integrated marketing firms that consider sales and marketing integration in their approach. The customer experience is better and performance is optimal.

At Exo, we’ve preached and practiced this integration for over 12 years. Our clients benefit from our methodologies, our approach of sales and marketing integration as well as our internal resources capable of carrying out the strategy to its execution.

If your company is considering a new phase of growth, do what the big techies do: think integration and think integrated marketing!

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