Align Marketing & Sales with an Inbound Marketing Strategy


Once the Internet fueled the growth of digital marketing, it changed the way sales and marketing work together forever. In fact, sales and marketing have merged into a team. Watch a BLAB session with Paul Roetzer, of PR 20/20 and David Weinhaus of Hubspot to learn more about how Smarketing is changing the way business is done.

Sales ready is not determined by the sales person anymore, it is determined by the customer. According to a recent study, 57% of the decision making process is done before a prospect even talks to a salesperson.

Digital marketing has enabled marketers to gather data which is measurable for the marketer. If you set up an inbound marketing strategy, you can feed the prospect relevant, useful information to lead them down the buyer’s journey. This is a genuine value exchange. The prospect gets what they want and the marketer gets a lead. So when should a marketing professional hand off a lead to the sales department? How do you recognize an opportunity when someone is ready to buy?

An alignment of marketing and sales needs to occur so that the sales team continue to nurture the lead to close and the lead gets what they want. An agreement on what a marketing qualified lead is and what a sales qualified lead is needs to be agreed to by what is known as universal lead definitions, or ULDs.

What are some of the ways that marketing and sales can work together strategically and with the use of sophisticated marketing and sales platforms?

This BLAB session will explore the evolving aspects of Smarketing and what it means to you:


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Topics: Inbound Marketing

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