Rachel Rosin of Act-On Software recently moderated a webinar conversation between Bill Golder, Director and CEO of Slingshot Growth Partners, and Jay Hidalgo, renowned sales, marketing and business coach. Their three-part conversation covered marketing and sales challenges and the Latest Mailing Database need for integration, moving from alignment to integration and ensuring accountability at every stage of the funnel. This blog post is an edited transcript of part three, accountability. Read parts 1 and 2, and be sure to watch the webinar for the full story. We talked about the concept of journey to purchase earlier – how it's something that's not very linear at all, but we're trying to fit it into this cyclical model. I know that with alignment, the concept helps create clear roles within sales and marketing. It seems that the concept of integration can create blurred lines in terms of responsibility.
What are your thoughts on this? I think my experience is that the blurry lines happen when the communication isn't there and the definitions aren't there in the beginning. I will go back to my football analogy. The offensive lineman, once he learns the playbook and knows it, he knows what his role is – what he's supposed to do. There is no blurry line. He never asks questions: “Should I pick up the ball and throw it? So similarly there are traditional roles that marketing has, and there are traditional roles that sales have. We're not necessarily advocating that they move away from what those things are. Marketers create the content and manage content delivery. Salespeople sit around the table to resolve specific issues with their teams. This part hasn't really changed. The change is how, in these roles, they can help support what the other party is doing, and do it with a common goal at the end.
I think a lot of my experience has been that when we communicate together what the overall goal is, when we see that more of what we do is in sync, then we can define that and communicate that in such a way that we get away from the language of differentiation and we get more into the Latest Mailing Database language of integration. It's almost like the light bulbs are turning on. They see it and they're like, “Oh yeah, that makes perfect sense. So it's an adjustment in their mind, an adjustment of the tongue. And then once that's settled, you can move on. that BILL:I am okay. I think we're caught up in that kind of old mentality. Because it seems much easier and simpler to clarify roles when everything for marketing begins and ends with generating leads, and everything for sales begins and ends with converting those leads.