When Adam, Hugo and I got together with the idea to write the book "Smarketing - How to achieve competitive advantage through blended sales and marketing" we all agreed we had enough of articles like this.
Once again somebody points out that there is a problem with sales and marketing not working together. We know that, but rather than keep telling us why ... tell is what to do about it. Which is why we wrote the book.
"Smarketing - How to achieve competitive advantage through blended sales and marketing" is all about you you and your organisation can merge your sales and marketing departments. This isn't a "take over" by either department. this is about how you merge and how in the new world of social, internet and mobile the roles are different and change.
We also talk about how data used by a company is an asset, first, second and third party data and how you can use this (without being spammy) to your competitive advantage.
The book is on Amazon platforms worldwide.
Power has shifted from business to customers as digital technology lowers brand switching costs and pushes experience expectations sky high. However, few organisations are able to deliver exceptional customer experience and those that can are threatening to gobble up the market. A Forrester report, Drive Marketing And CX Convergence With Modern Technology Solutions, suggest the usual suspect of siloed departmental structures is to blame for the CX gap. “Different silos — disconnected teams that manage CX differently, with minimal coordination or collaboration — lead to fragmented, unsatisfactory, and broken experiences,” the report said. The silo problem is a longstanding one but customer experience management technology and the collaboration of marketing and CX managers is proving an effective solution, according to the report.