Empowering the Marketing Function in B2B Sales
Article published by [[BCG]] and reviewed by Nikolay Sidelnikov
| Empowering the Marketing Function in B2B Sales | |
|---|---|
| Published By | [[BCG]] |
| Publish Date | December 15, 2023 |
| Authors | Lluch García, Basir Mustaghni, Wolfgang Walther |
| Topics | eProcurement , B2B |
| Statistics | |
| Article Size | words |
| Diagrams | Yes |
| Downloadable Version | Yes |
| Reviewers | |
| Page Owner | Nikolay Sidelnikov |
| Summary Author | Nikolay Sidelnikov |
Abstract
Many B2B companies have been slow to address the growing “consumerization” of the purchase process, the changing needs of buyers amid economic uncertainty, and advances in marketing technology and artificial intelligence (AI). These fundamental changes place companies at an inflection point.
To improve marketing efficiency, conversion rates, and return on marketing investment—while deepening customer relationships—B2B companies should:
- Integrate their marketing and sales functions by breaking down siloes, implementing demand centers and other marketing technologies, and treating lead generation and qualification as one continuous process.
- Improve targeting and lead quality by bundling and analyzing a wider range of data sources, including the application of generative AI.
- Optimize a seamless customer journey by keeping marketing, sales, and services processes aligned and supported throughout the entire funnel.
Full article text: https://www.bcg.com/publications/2023/empowering-the-marketing-function-b2b-sales
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