Creating Convergence Between Sales & Marketing Using Social Media

Filed in Marketing, Sales, Social Media by on June 7, 2011 3 Comments
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There is a moment in every business where marketing hands off to sales. Planned or not, marketing has created an opportunity, and sales is getting its chance to create a customer.

At least, that’s what’s supposed to happen. Did marketing create enough interest? Can sales create enough curiosity and trust? Did they both do their part in getting the prospect to “tell me more?” Marketing and Sales have both looked to social media for their own rewards, but so far, most have been unable to make it happen. The big question remains: How can marketing and sale utilize social media for their mutual benefit? In this presentation:
  • Marketing Strategy: A review of best practices, and practical examples of how business is using social media for marketing
  • Sales Process and Content: Applying the sales process, and techniques for creating interest and curiosity in prospects
  • Convergence: (What it looks like, How it works): A demonstration of social media marketing and sales in play, using LinkedIn, Twitter, YouTube, FourSquare and more.
About the Presenters... Kevin Popović, Communications Director, Author, Ideahaus® Kevin Popović is the Founder of Ideahaus®, a communications group that helps businesses figure out what to say, and how to say it to their target audiences. He is the author of Satellite Marketing™, a proven development process that helps Marketing and Sales strategists answer the question, “how can we use social media to sell our products and services?” Kevin was recently ranked #43 in Fast Company’s Influence Project to find “the most influential people online”. Mike Bosworth; Solution Selling, Customer Centric Selling, StorySelling Mike Bosworth is He is the author of Solution Selling, Creating Buyers in Difficult Selling Markets, and co-author of Customer Centric Selling, The Message Driven Sales Process (McGraw-Hill, December 2003). He has been a featured lecturer at the Stanford Graduate School of Business and The Stanford Program on Market Strategy for Technology-Based Companies. He is working on his newest book for fall 2011 called StorySelling: The Science of Winning Sales Through Emotional Connection.
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There is a moment in every business where marketing hands off to sales. Planned or not, marketing has created an opportunity, and sales is getting its chance to create a customer.

At least, that’s what’s supposed to happen. Did marketing create enough interest? Can sales create enough curiosity and trust? Did they both do their part in getting the prospect to “tell me more?” Marketing and Sales have both looked to social media for their own rewards, but so far, most have been unable to make it happen. The big question remains: How can marketing and sale utilize social media for their mutual benefit? In this presentation:
  • Marketing Strategy: A review of best practices, and practical examples of how business is using social media for marketing
  • Sales Process and Content: Applying the sales process, and techniques for creating interest and curiosity in prospects
  • Convergence: (What it looks like, How it works): A demonstration of social media marketing and sales in play, using LinkedIn, Twitter, YouTube, FourSquare and more.
About the Presenters... Kevin Popović, Communications Director, Author, Ideahaus® Kevin Popović is the Founder of Ideahaus®, a communications group that helps businesses figure out what to say, and how to say it to their target audiences. He is the author of Satellite Marketing™, a proven development process that helps Marketing and Sales strategists answer the question, “how can we use social media to sell our products and services?” Kevin was recently ranked #43 in Fast Company’s Influence Project to find “the most influential people online”. Mike Bosworth, Author of Solutions Selling, StorySelling Mike Bosworth is He is the author of Solution Selling, Creating Buyers in Difficult Selling Markets, and co-author of Customer Centric Selling, The Message Driven Sales Process (McGraw-Hill, December 2003). He has been a featured lecturer at the Stanford Graduate School of Business and The Stanford Program on Market Strategy for Technology-Based Companies. He is working on his newest book for fall 2011 called StorySelling: The Science of Winning Sales Through Emotional Connection.
The remainder of this article is available to members of the Ideahaus Professional Community. Sign up for the free Social Member level here.
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About the Author ()

Kevin Popović is a communications expert, featured speaker, and author of '20YEARS Communications: 20 Leaders, 20 Questions, 100's of Lessons.' After more than 30 years of professional experience, he helps business leaders make smart decisions about communications. In 2010, "KP" was ranked #43 in Fast Company's The Influence Project measuring the "most influential people online." In 2014 he was ranked as one of the "Top 40 Digital Strategists in Marketing" by the Online Marketing Institute.

Comments (3)

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  1. Tom Stacey says:

    Great topic! A lot of marketing departments have made headway, while sales teams have been coming at it from their own angle. Bringing them together is the essential next step.

    • Thanks, Tom. It seems as this is a challenge for most companies, and I just don’t get why? I think many people forget that they are all wearing the same colored jersey. The smart company will get this under control, get both sides to contribute and they will succeed – guaranteed.

  2. The best way for marketing to control the message is to form messages for Sellers that allow them to attract curiosity rather than to repel it. Sellers without strong messaging from marketing will continue to make up their own.

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