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Does your business marketing team do nothing but colour stuff in? Do your sales teams complain about a lack of leads for poor performance?
Collaboration and understanding between sales and marketing are imperative for the future growth of a business. Harmony and collective thinking is what is needed.
Paul Fryer – Sales Manager UKI
Sales and Marketing are both working towards the same goal: securing business and helping their company grow. Although both teams share the same business goal very often they don’t get along, at times reminding of two rivals finger-pointing at each other for not doing things right.
Marketing people blame sales for not taking advantage of all the leads they generate and the content they create. The sales team, on the other hand, think that marketing is not producing enough sales-ready, good quality leads. They often also complain about the content, not being relevant to their clients.
If you ask most salespeople what marketing is for, they would say it’s just a nudge in the right direction for leads. But this helps to underline how sales and marketing can work together.
The truth is, marketing can be much more than that. With input from the sales team, sales and marketing can devise a strategy to seamlessly transport the customer through the entire buying cycle, from awareness right down to finalising the sale.
Marketing can warm up the customer before allowing the sales team to take over to convert the warmed up lead into a customer, making the sales team’s job much easier and increasing the number of leads converted.
By working together, sales and marketing teams can jointly achieve business success. Let the collected team of experts that we have brought together help explain and guide such fractured relationships to deliver what each department craves - Leads and Respect
In a B2B technology role, a sales lead denotes a qualified prospect or customer who has actively responded to marketing materials and possesses a deep understanding of the brand's technological solutions. These leads are considered "project-ready," indicating their readiness to engage in discussions regarding upcoming projects, making them prime candidates for further exploration in a discovery call.
Patricia Moore – Sales Manager UKI
The first step is to inspire and motivate those involved. Everyone needs a purpose to be part of a team and part of the business.
We all need to constantly learn - my mission is to offer the best learning resources and teaching help that is available in the market to support the teams in their efforts to collaborate and drive the business forward.
No solution starts without having a problem to solve first. I set common business problems that teams need to solve to collaborate and work together. This helps the business as much as it helps the team morale.
By showcasing the benefits of not only working for the business they are employed by, but showing how working together can share insights and knowledge that can help the business grow. My joint business growth strategy can show this.
James Finnegan - Sales Leader
"Brad came into CMS with a bunch of fresh ideas of how to approach Sales and Business Development teams. His enthusiasm and never-say-no no attitude to getting the best marketing support to all corners of the business was great to see. A true 'Noisy' Marketeer if I ever have seen one."
"Brad is a brilliant hardworking and innovative marketeer, his knowledge and enthusiasm to reach wider audiences across a large spectrum are sublime. Brad has great interpersonal skills and a natural flair for marketing in a variety of verticals. I hope to work with you again in the not-too-distant future"
"Brad is highly motivated, extremely creative and passionate about making every project he works on a success. Brad is always willing to give up his time to help out sales colleagues and always puts the success of the business first."
“I have to admit that just as I was beginning to feel like a very lonely voice in the desert, it was most encouraging to meet someone who understands the challenge, opportunity and task. What an inspiration Brad is – lets hope he can support more salespeople in DXC in the years to come”
“Brad has been a great source of knowledge and support providing a creative approach to lead gen, Training, and sales collateral he has a can-do approach and attitude, nothing has ever been beyond him when it comes to support, he is dependable, supportive and the advice he gives is reliable."
“Apologies I couldn’t attend, but the feedback I heard was really positive and eye-opening. “Wow, what’s he like when the coffee machine is working!”. Good to see some energy being injected into the business!"
"Driving Revenue Growth: The Collaborative Journey of Progressive Media"
It was a brisk autumn morning when Brad Chuck, a seasoned marketer with a penchant for innovation, stepped into the bustling headquarters of Progressive Media. Tasked with spearheading the online operations of the privately-owned conglomerate, Brad's role as the head of Business Development, Marketing, and Commercial enhancement promised both challenges and opportunities.
Faced with the diverse landscape of B2B and B2C markets spanning travel, luxury, finance, and consumer sectors, Brad knew that success hinged on strategic collaboration between sales and marketing. With a clear vision and unwavering determination, he assembled a dynamic team of five talented individuals, each handpicked for their expertise and passion.
Together, they embarked on a transformative journey, leveraging their collective skills to propel Progressive Media's digital brands to new heights. Central to their approach was the creation of an in-house programmatic ad agency, offering advertisers exclusive access to prime slots on bespoke websites tailored to their target audience.
As the digital response team worked tirelessly to refine their offerings, Brad fostered an environment of collaboration and innovation. Sales and marketing seamlessly intertwined, with each department complementing the other's efforts to drive revenue growth and enhance the company's market presence.
The results were nothing short of remarkable. Within a year, Progressive Media's revenue soared by an impressive 150%, catapulting Brad's team to the coveted title of "Business Team of the Year." Their collaborative approach had not only exceeded expectations but had also solidified Progressive Media's position as a leader in the digital advertising landscape.
Reflecting on their journey, Brad knew that the key to their success lay in the synergy between sales and marketing. By breaking down silos and fostering open communication, they had unlocked untapped potential and achieved unprecedented growth.
"Having gone through 10 different managers in my 10 years at TSL, it was finally refreshing to have a young, enthusiastic and willing manager to lead our team. What Brad showed was an instant respect and need to reward staff and make them feel wanted by the business. Under Brad I have developed my digital sales skills and will be ever thankful for the leads and new online understanding he has given me."
In terms of account-based marketing, this transparency and alignment will ensure your marketing and sales teams are focused on the same goals, stick to the mutually-agreed-upon budget, and understand the specific roles of each internal stakeholder.
Case Study: Seamless Sales and Marketing Collaboration at DXC
During his tenure at DXC, Brad Chuck spearheaded a groundbreaking approach to sales and marketing alignment, focusing on converting Marketing Qualified Leads (MQL) into Sales Qualified Leads (SQL). Recognizing the critical need for targeted campaigns, Brad orchestrated initiatives solely designed to engage customers and prospects with active digital transformation projects.
By directing these high-potential leads straight to the sales team, Brad ensured a streamlined process that maximized conversion opportunities. This strategic divergence from the central marketing team's brand-centric focus underscored Brad's commitment to driving tangible results and optimizing lead quality.
The success of this collaborative effort highlights the transformative impact of synchronized sales and marketing strategies in driving business growth and accelerating conversion rates. Brad's innovative approach stands as a testament to the power of strategic alignment in achieving remarkable sales outcomes.
Paul Fryer - VP Sales
"Brad is a hard working and a true marketing professional. He understands the need to align with sales professionals to expound a truly integrated sales & marketing approach. Credible, experienced and people orientated I have always found him able to deliver upon his commitments."
Saleem Chohan - New Business Sales
“Brad is a competent, enthusiastic and professional marketing leader who has transformed the Marketing function within our UK&I Microsoft Business while also providing support to the wider DXC Ireland Team.
Never satisfied with the status quo he is rightly challenging the organisation to do more. His organisational skills - whether producing print or video content, stand design, client event planning, managing 3rd party agencies - are exemplary. Strong communicator with a natural, engaging style. Would highly recommend Brad"
Rowan McGrath - Managing Director
"When I first met Brad it was clear his years of partner based marketing would be highly impactful in fostering solid relationships, lead generating activities and bringing our brand to the forefront of our partners minds when considering a co-sell approach. I learned a lot in the 4 months we worked together, I'd gladly recommend him and work with him again."
Paul Heady - VP Sales
"I can say without fear of contradiction, that he is the best marketing professional that I have ever worked with! Hard working, enthusiastic, innovative and well connected, Brad knows not only how to generate brand awareness, but he is also the master at putting on an event, and getting the best return from the investment. Yes, a pleasure to work with, and as a sales leader, I was always glad to have Brad working alongside me.
Paul Fryer - Sales Manager
"Brad was instrumental in helping me plan and execute my go to market strategy, empowering and enabling me to really drive the business. Brad thinks outside the box and has an approach that's different from other people in his field, which makes him really stand out. On a more personal note, Brad is a really great guy with a good sense of humor making him a pleasure to work with."
David Hooker - Sales Manager
"Brad’s a great guy, very active and fast moving on all matters marketing. Has a comprehensive knowledge of the marketing strategies and resources needed to support the sakes effort. Really dynamic with loads of ideas!"
Julian Hubble - Sales Director
"During his tenure on my sales team at Incisive Media, Brad demonstrated exceptional proficiency in managing several key sites within our portfolio, notably IFAonline and Investment Week. He consistently exceeded revenue targets for each brand, showcasing his unwavering dedication to achieving success.
Brad's extensive knowledge, combined with his remarkable confidence and charisma, set him apart in the fast-paced digital landscape. He possesses a keen understanding of industry trends and is not afraid to challenge conventional thinking, a trait essential for success in this ever-evolving field."
Richard Ley - Sales Director
"Brad came into Tier 2 with a bunch of fresh Ideas of how to approach Sales and Business Development teams. His enthusiasm and never say no attitude to getting the best marketing support to all corners of the business was great to see. A true 'Noisy' Marketeer if I ever have seen one.
Steve Yeoland - Business Development Manager
"A true Field Marketer with real-world demonstrable ROI for leading information technology-focused organisations across a range of Marketing-based activities with a particular focus on Partners, ISV's and relationship building.
Not afraid to ask challenging questions, or disrupt the status quo. A real asset and essential team member to any organisation's GTM strategy."
Mark Phillip Lee - Demand Generation Manager
"There are many positive attributes that Brad has in his tool bag that he can share, He understands key drivers not only as a business but also client expectations, he is supportive, creative, and great when driving GTM marketing initiatives, very hands-on, a take control individual, with a very can-do attitude,
Would be a great asset to any organisation., never short on enthusiasm,
An experienced client-facing marketeer."
Malcolm Rafferty - Inside Sales Manager
"“Brad has been absolutely brilliant taking over the FS sector in Marketing. Always proactive and available to help sort out activities and brainstorm what we should be doing to create awareness and leads. He has passed several leads to me which have started to move forward.
Great to work with as always ready to engage and support. Will be good going forward working with him on the BSA activities and I am sure creating more leads for us in both FS and Public Sector
Always a team player and makes sure we are up to date with everything happening and obviously working with Microsoft to create visibility and gain us access to leads and information”
Patricia Moore - UKI Sales Leader
"“Brad has done a great job in support DXC maximise the impact of partner funded market. With Brads support we initiated a Modern Workplace awareness campaign for leader in the Ireland Industry. The differentiator here is that Brad and the team used future looking technologies to engage with our prospective and current customer. Virbela was used to deliver the session with Keynote speakers from Microsoft, Dell and DXC to demonstrate what DXC and our partner eco system can deliver with a new way of delivery.”
Rob Moran - Sales Manager
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