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Sales Lessons for Up-and-Coming Revenue Marketers

Debbie Qaqish

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Revenue Marketing involves transforming marketing from a cost center to a revenue center by adopting financial accountability, driving digital engagement and leading the pivot to customer centricity

The percentage of marketing organizations that report financial results has remained a constant 35% for the last few years. With the plethora of technology that enables financial accountability and the countless case studies demonstrating the possibilities, why has this number remained constant? One key reason is the lack of understanding and knowledge between sales and marketing. 

Sales and Marketing Relationship Scenarios

The sales and marketing chasm creates a variety of relationship scenarios including both being unaware of the possibilities and the havoc created when marketing begins to use technology to change. When the sales and marketing chasm is bridged, a very different scenario plays out.  A synopsis of each scenario follows.

Scenario No. 1

I learned a valuable lesson a few years ago when I was working with a global marketing team for a financial services organization. I often ask marketing to tell me about their relationship with sales and I asked this team the same thing. They said they had a great working relationship with sales, but as they continued the explanation, it occurred to me that the relationship was based on marketing serving as the fulfillment department for sales for anything they requested. 

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Debbie Qaqish

Debbie Qaqish, Ph.D., is principal partner and chief strategy officer of The Pedowitz Group. She manages global client relationships and leads the firm’s thought leadership initiatives. She has been helping B-to-B companies drive revenue growth for over 35 years.