Invitation to a conference on the importance of sales-marketing integration in B2B

It’s with pleasure that I invite you to a breakfast seminar held by the Association des professionnels de la communication et du marketing (APCM), or in English the Association of Communication and Marketing Professionals, on Friday, October 26, 2012, entitled “Marketing Solutions: an integrated perspective from a B2B company in Montreal.”

During the first part of the conference, I will be presenting our integrated marketing model, its advantages, and factors of success.

Integrated marketing: it’s fundamental

Things are finally starting to fall into place in Quebec B2B marketing! Yes, there are social networks, mobile phones, tablets and more. There is also no lack of technological solutions for social media, CRMs and inbound and outbound marketing. And yes, for decades we’ve been talking about communication and marketing on one hand, and sales on the other, but rarely have we talked about the integration of both. The sales and marketing departments work mostly alone or collaborate superficially for several reasons, both good and bad.

Nevertheless, these departments have common goals: performance and success. Sales and marketing don’t agree on how to proceed, blame each other and have different points of view. So it can become difficult to integrate! Even with the right tools.

The reality of B2B companies is very different from that of B2C companies. For example, the nature of products and services as well as financial, technological, and utilisation risks are often more important in B2B and impose a buying (and sales) cycle that is more complex (because the products and services in B2B are also more complex).

Concerning performance and optimisation objectives, marketing integration should be done on several dimensions, but sales and marketing integration is the most urgent. Generating prospects is great but if sales and marketing don’t “live” together, there is a significant loss in efficiency measured in the expenses of both operations.

I would enjoy discussing this with you during APCM’s breakfast seminar. For more information or to register, please consult their website. To know more about our other events, please go to our Events page.

Blog Archive

More articles that might interest you?

B2B personas: understanding them and mastering the buyer’s journey

Did you know that 72% of marketing professionals use B2B personas to guide their marketing content? This statistic highlights the… Read More...

Multicampaigning in B2B (Google Ads and LinkedIn Ads): the winning recipe

Those who know me know that I'm a big fan of Google Ads. The platform is well built, and there's… Read More...

Social selling: an essential B2B skill

The B2B marketing landscape is changing rapidly. Probably the biggest adjustment is in the sales approach. In a world where… Read More...