{"id":45950,"date":"2022-11-30T15:04:47","date_gmt":"2022-11-30T15:04:47","guid":{"rendered":"https:\/\/www.conachmarketing.com\/?p=45950"},"modified":"2022-11-30T15:04:55","modified_gmt":"2022-11-30T15:04:55","slug":"industrial-marketing-sales","status":"publish","type":"post","link":"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/","title":{"rendered":"Understanding the industrial marketing sales handoff"},"content":{"rendered":"\n<p>At the risk of acerbating the tensions between marketing and salespeople further, I want to discuss the industrial marketing sales handoff. In the thirty plus years I have been in marketing, I have witnessed the blame game that goes on between these two critical areas of new business development, Marketing blames sales for not capitalizing on leads and sales blames marketing on producing unqualified leads. I will try to be as unbiased as possible.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-industrial-marketing-sales-roles\"><strong>Industrial marketing sales roles<\/strong><\/h2>\n\n\n\n<p>This may seem a no-brainer, but to realize where the industrial marketing sales handoff takes place you need to be able to delineate the roles of marketing team and sales team. Here\u2019s a brief description. Marketing develops the strategy (with from sales input), implements the lead generation campaign, gathers the leads, and creates the marketing material. Sales processes leads through the sales program.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Blurring the handoff<\/strong><\/h2>\n\n\n\n<p>From the previous paragraph, the roles seem easy to define and enact. Where the industrial marketing sales handoff gets fuzzy is who does what with the leads. While marketing gathers the leads to give to sales, it should also start what I call the \u201ckeep in contact\u201d campaign. This program keeps in regular contact with leads that aren\u2019t ready to purchase. This campaign could involve scheduled e-bulletins, social media, or direct mail. When the sales team has the leads, they begin the sales process of initial contact, analysis, presentations, quotes, and closing the sale. It is the contact with leads that the lines between sales and marketing can overlap. Because you don\u2019t want to bombard prospects, follow the contact schedule you establish.&nbsp;<\/p>\n\n\n\n<p>And to complicate matters further, salespeople often work on generating their own leads through prospecting and networking. Again, to avoid annoying potential customers, coordinate these efforts between sales and marketing.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Assigning accountability<\/strong><\/h2>\n\n\n\n<p>This is the area where the blame game between sales and marketing starts. But it shouldn\u2019t. Essentially, marketing should be held accountable for the effectiveness of the strategy that builds a company\u2019s brand and generates leads, as well as providing the sales and marketing material. It is sales job is to nurture those leads through the sales process to a win new business. However, as I stated earlier, finger pointing between marketing and sales can begin when goals aren\u2019t met. If you focus on what each team\u2019s metrics, it makes it simple to know where accountability lies. When you define each of the team\u2019s goals and responsibilities, you can understand where the industrial marketing sales handoff occurs to betterevaluate the performance of the marketing and sales teams.<\/p>\n\n\n\n<p>Pappy<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>About the Author<\/strong><\/h4>\n\n\n\n<p>Paul Kowalski (or Pappy as he is called around the office) spent over two decades working at other agencies before opening Conach Marketing Group in 2008. The early part of his career was working with Fortune 500 clients at different agencies. However, working with smaller clients was his preference. This choice was because of the impact on a client\u2019s business growth and the forming closer, personal relationships.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\"><strong>About Conach<\/strong><\/h4>\n\n\n\n<p>When he was creating Conach, his goal was to bring those Fortune 500 strategies along with years of B2B marketing experience to small business marketing clients. As a result of years of focusing on business to business marketing, Conach specializes in <a href=\"https:\/\/www.conachmarketing.com\/index.php\/construction-marketing\/\"><strong>construction marketing<\/strong><\/a><strong>, <\/strong><a href=\"https:\/\/www.conachmarketing.com\/index.php\/financial-marketing\/\"><strong>financial marketing<\/strong><\/a><strong>,<\/strong> and <a href=\"https:\/\/www.conachmarketing.com\/index.php\/industrial-marketing\/\"><strong>industrial marketing<\/strong><\/a>. Even though we are in Mid-<\/p>\n\n\n\n<p><strong>For more information visit <\/strong><a href=\"https:\/\/www.conachmarketing.com\/index.php\/b2b-marketing-agency\/\"><strong>conachmarketing.com<\/strong><\/a><strong> or <\/strong><a href=\"https:\/\/www.conachmarketing.com\/index.php\/b2b-marketing-company\/\"><strong>contact us<\/strong><\/a><strong> or call 989.401.3202.<\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>At the risk of acerbating the tensions between marketing and salespeople further, I want to discuss the industrial marketing sales handoff. In the thirty plus years I have been in marketing, I have witnessed the blame game that goes on between these two critical areas of new business development, Marketing blames sales for not capitalizing [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":45951,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"jetpack_post_was_ever_published":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2}},"categories":[458],"tags":[],"class_list":["post-45950","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industrial-marketing-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.5 (Yoast SEO v26.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Industrial Marketing Sales - Conach Marketing Group<\/title>\n<meta name=\"description\" content=\"Conach Marketing Group has over the past three decades of experience with manufacturers. This blog discusses the industrial marketing sales.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Understanding the industrial marketing sales handoff\" \/>\n<meta property=\"og:description\" content=\"Conach Marketing Group has over the past three decades of experience with manufacturers. This blog discusses the industrial marketing sales.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/\" \/>\n<meta property=\"og:site_name\" content=\"Conach Marketing Group\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/ConachMarketing\/?fb_dtsg_ag=AdxPTzutSFOgQTjlDydJOGs2W6WTr2mtdUgGDcRgQRjQBQ%3aAdyAZU3pB-A1WCv2vVBFEl1_kTht1n_e0Ulv0N6mTNovjA\" \/>\n<meta property=\"article:published_time\" content=\"2022-11-30T15:04:47+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-11-30T15:04:55+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.conachmarketing.com\/wp-content\/uploads\/2022\/11\/IND_Handoff.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"450\" \/>\n\t<meta property=\"og:image:height\" content=\"254\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Mike Selk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Mike Selk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/\"},\"author\":{\"name\":\"Mike Selk\",\"@id\":\"https:\/\/www.conachmarketing.com\/#\/schema\/person\/c601f010453e49e9862c3cd2aa55f6dc\"},\"headline\":\"Understanding the industrial marketing sales handoff\",\"datePublished\":\"2022-11-30T15:04:47+00:00\",\"dateModified\":\"2022-11-30T15:04:55+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/\"},\"wordCount\":577,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/www.conachmarketing.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.conachmarketing.com\/wp-content\/uploads\/2022\/11\/IND_Handoff.jpg\",\"articleSection\":[\"Industrial Marketing\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/\",\"url\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/\",\"name\":\"Industrial Marketing Sales - Conach Marketing Group\",\"isPartOf\":{\"@id\":\"https:\/\/www.conachmarketing.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/www.conachmarketing.com\/index.php\/2022\/11\/30\/industrial-marketing-sales\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/www.conachmarketing.com\/wp-content\/uploads\/2022\/11\/IND_Handoff.jpg\",\"datePublished\":\"2022-11-30T15:04:47+00:00\",\"dateModified\":\"2022-11-30T15:04:55+00:00\",\"description\":\"Conach Marketing Group has over the past three decades of experience with manufacturers. 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