Selling and Innisible: A field Guide to Modern Marketing. Sales and Marketing

      Аннотация: Few business leaders would dispute the fact that sales teams must evolve. They are already investing billions of dollars in sales technology and training in response to automation and artificial intelligence, which are making ever deeper inroads into the sales function. The trouble is that these investments aren’t paying off. We speak with many sales leaders who are frustrated with the lack of clarity on the ROI of their investments and surprised when their new “shiny toys” (such as a new lead-generating tool) fail to deliver meaningful performance improvement. The truth is that driving sales growth today requires fundamentally different ways of working as well as outstanding execution across large, decentralized sales teams and channel partners. While many sales leaders accept this reality in principle, they don’t put sufficient energy or focus into driving that level of change. Advances in digital and analytics, however, mean that sales leaders can now drive and scale meaningful changes that pay off today and tomorrow.

Ключевые слова: Selling the Innisible, Modern Marketing, customer experience, Marketing Operating Model.