'S' Marketing 2.0

Sales and marketing can no longer function in silos.

- Ashutosh Gotad

Sales and marketing, though ultimately serving the same purpose of generating profits, are two different functions with diverse dynamics. However, the modern business environment requires the integration of sales and marketing to make them work in cohesion, and data plays an important part in the smooth functioning of these two. Often touted as one of the most valuable commodities in the world, data management is key to the success of any organisation, be it a large corporate house, or a small/mid-sized firm. We speak to Sesha Rao, Managing Director- India Operations, Inside View to know how data management is creating new avenues for sales and marketing.

What are some of the foremost challenges for sales and marketing today?

The foremost challenge is to foster alignment between the two functions. Today’s complex business landscape and the insatiable demands of the new-generation buyer have made it imperative for sales and marketing to work together towards common revenue and growth objectives. However, sales and marketing have been at loggerheads with each other for ages now, and the objective of aligning them should be driven by the top management.

Another key challenge specific to marketing decision-makers is to optimise their marketing technology stack. With the plethora of choices available to them, it becomes a tough choice to select the right technology as well as the right technology partner.

At the same time, generating more and better quality leads, improving conversion rates, increasing customer lifetime value, and building a sustainable revenue pipeline still remain important.

Are traditional marketing and sales techniques relevant any longer?