XANT Chief Marketing Officer Mick Hollison discussed the importance of sales and marketing alignment in his presentation at Dreamforce 2015.
Hollison referenced Google’s Zero Moment of Truth, noting that nearly 60% of buying decisions happen before customers interact with sales reps.
Buyers are increasingly self-educated through online review sites, social media and other Internet sources.
In fact, social media influences 75% of B2B purchases. So, clearly, this is not just a B2C phenomenon.
You must identify buying signals on your website and in your digital marketing channels and pass that intelligence as quickly as possible to your sales team.
For example, one of our best closing tools has been using live chat on the pricing page, Hollison noted.
To hear his full presentation, watch it on Periscope: here. Hurry, though, because it will only remain live for 24 hours.