The Buyer Journey From a Chief Revenue Officer and Chief Marketing Officer’s Point of View

Spot Opportunities Earlier, Engage More Intelligently, & Close Deals Faster

Today, more than 80% of the B2B buying journey is anonymous and online – and for marketers and sellers, gaining insight into who is in the buying group and what they care about in this complex and unknown journey is critical to winning deals. We dove into the buyer journey with Demandbase’s CRO & CMO to share top takeaways for marketing and sales looking to spot the juiciest opportunities earlier, engage at every step more intelligently, and close deals faster. 

Sales and marketing collaboration is a common goal among businesses, but to be successful needs a deliberate strategy and execution.  Fundamental factors include:

1. IDENTIFY THE BEST OPPORTUNITIES THROUGH A TEAM APPROACH

Creating a cross-functional strategy team of sales and marketing to zero in on high-value target accounts from the start. Marketing helps guide account prioritization by providing data and insights, while sales own the final selection of accounts.

• ALIGN PRIORITIES

Success metrics for sales and marketing should be centered around the same pipeline and revenue goals, supported by the same one-true source of data.

2. ENGAGE INTELLIGENTLY 

Continuously track prospect engagement and adjust campaigns as necessary.  Sales and marketing should work as a single team to “pass the ball back and forth” instead of marketing handing a baton off to sales. Have an interplay between marketing and sales activities throughout the buyer’s journey, from awareness to qualified opportunity, to sales wins and post-sale expansion to close business faster.

 “You need to work as a single team. Gone are the days of marketing generating leads and handing them off to sales.” –  Jon Miller, Chief Marketing Officer, Demandbase

Demandbase has a cross-functional strategy team that works together to identify the best sales opportunities and decide what will work.” — Allison Metcalfe, Chief Revenue Officer, Demandbase

For more information on how to better align your sales and marketing teams watch our 10-minute webinar with Frost & Sullivan Partner and VP, Roberta Gamble, Jon Miller, Chief Marketing Officer, Demandbase, and Allison Metcalfe, Chief Revenue Officer, Demandbase, The Buyer Journey from a CRO & CMO’s POV: Spot Opportunities Earlier, Engage More Intelligently, & Close Deals Faster.

Not all superheroes wear capes. Still, extraordinary B2B revenue teams share one superpower: they know how to align, optimize and mobilize their people, processes, and systems to dominate in the face of adversity. This is part three of our four-part series hosted by Frost & Sullivan,  Build an Invincible B2B Revenue Engine. 

You can watch the full webinar here to learn how to get your revenue organization firing on all cylinders to increase your pipeline generation and skyrocket your win rates.