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What is the first thing you think of when you hear the phrase “Social Media”? Is it Twitter, Facebook, LinkedIn or YouTube? When it comes to owning a space, these companies have quickly become the “Kleenex” of social connectivity. But, what is the first thing you think of when you hear “Enterprise Social Media”? That one may take a little longer.
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While at the Summit last week, I spoke with countless folks about their current sales and marketing challenges. More specifically, we spoke about what “Game On” would mean within their organization in the coming year. Over and over again, the answers focused on helping sellers improve their conversations by getting the most important information in the hands of their customers. We’re all struggling with the same challenge. We know the information that we need lives somewhere in our company in nine out of ten situations. We also know that it’s more often NOT the powerpoint deck or glossy marketing brochure that we’re looking for. We simply need that one nugget of information – a competitive tidbit, a customer success story, some key product information – that someone out there knows cold. But what happens if we don’t know who the right expert is for a specific question or situation? What happens if that person who seems to know everything resigns tomorrow? What happens if the folks in the field continue relying on the same one or two people – or worse, the same old materials – because they don’t have the time or the connections with the many subject matter experts that live in the home office or elsewhere around the globe?
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What is going to help our sales team close more deals? As a B2B marketer, this has to be the question you ask yourself every day. Certainly we must continue to work to get more qualified leads into the hands of our frontline sellers, but to truly drive value within our organizations,we need to look beyond the top of the funnel and see where we can make an impact in all areas of the pipeline.
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On October 22 SAVO will be presenting a webinar with the American Marketing Association.
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