When marketing and sales teams align their goals and processes, they work together in perfect harmony. Marketing drives sales, sales drives revenue, and revenue goals help marketers refine their strategies and improve audience engagement—and then this collaborative process repeats itself.
I saw an interesting post from earlier in the year by Gartner on the changing nature of legacy enterprise business apps. One interesting blurb stated:
Dr. Doolittle fans will no doubt remember the half-unicorn-half-gazelle creature Dr. Doolittle encountered on his voyage to save the monkeys. Salespeople will no doubt relate more than anyone else to the difficulties experienced by the Pushmi-Pullyu when it comes to making progress.
I read a fascinating post by the always brilliant Steven Sinofsky on why incumbents often cannot compete with the small startup:
With an opening like that, you might be expecting a treatise with more volumes than the US tax code. . There is no lack of source materials to pull from when it comes to failed implementations, negative ROI, runaway TCO, and the general malaise and apathy around CRM. In fact, one of our founders often recalls a quip from his consulting days where one senior executive at a client firm said bluntly, "CRM may be a three letter acronym, but around here it is a four letter word."
There is a reason sales technology seems stuck in a rut
Every so often, we come across a post that purports to help us navigate the treacherous decisions a startup must make when it comes to product. In this case, the author of a post we read today made some pretty stunning assertions about startups contemplating building mobile-first:
Being that we are a young business, we have been well schooled in the ways of lean startup. For those unfamiliar with the term, it is a practice that breeds experimentation and fast iteration to validate business concepts and new products. Core to this practice is the validation of the concept with potential customers to ensure "product-market fit" before fully committing resources to scale the concept.
We often talk about the gulf between marketing and sales as being one of the key challenges to sales productivity in the enterprise. When sales are not getting timely or relevant content to employ during the sales cycle, they are often left to their own devices to develop materials. The result is that they are spending time that takes away from their focus on selling and leaves them unprepared for conversations with customers.
An excellent post below into how enterprise tech startups should think about differentiation. One key aspect relevant to Enhatch is the variability of processes and use cases across industries and even in different companies within a particular vertical.