Uploaded March 2024 | Updated September 2026, 3 weeks ago
The funnel is no longer split horizontally between marketing and sales duties, explains podcast guest Matt Heinz. Times have changed.
"It would be easy if we could go back to the days where we said Marketing does the top of the funnel and Sales does the bottom," he says on Episode 570 of Marketing Smarts.
"Marketing, just generate awareness and leads. Sales, you close the deal."
But the B2B buying process is complex, and that division no longer makes sense. Today's funnel has more of a vertical division, and each department's priorities are all "jobs to be done."
"Who is defining what market we're selling into? Who is going and building awareness of the problem?
There is a job to be done from Sales, there is a job to be done by Marketing, there is a job to be done by your channel partners, etcetera.... Break those down into the components of the body of work. Now you're getting somewhere."
But be sure to track what you're doing and when you do it—because success comes when you can replicate the process, he notes.
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
đź‘‚Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50363/sales-and-marketing-alignment-insights-strategies-and-success-indicators-matt-heinz-on-marketing-smarts-podcast
🗞️B2B News: forrester.com/blogs/marketing-and-sales-cant-align-without-this
đź“ťFrom The MarketingProfs Blog:
🔹marketingprofs.com/articles/2021/44343/how-to-drive-sales-and-marketing-alignment-in-an-enablement-role
🔹marketingprofs.com/articles/2020/43616/three-steps-to-better-marketing-and-sales-alignment
đź’ˇCommunity Spotlight: linkedin.com/posts/ugniusvygelis_industrialrobotics-automation-b2bforum-activity-7168985382183772161-PG3D?utm_source=share&utm_medium=member_desktop
The funnel is no longer split horizontally between marketing and sales duties, explains podcast guest Matt Heinz. Times have changed.
"It would be easy if we could go back to the days where we said Marketing does the top of the funnel and Sales does the bottom," he says on Episode 570 of Marketing Smarts.
"Marketing, just generate awareness and leads. Sales, you close the deal."
But the B2B buying process is complex, and that division no longer makes sense. Today's funnel has more of a vertical division, and each department's priorities are all "jobs to be done."
"Who is defining what market we're selling into? Who is going and building awareness of the problem?
There is a job to be done from Sales, there is a job to be done by Marketing, there is a job to be done by your channel partners, etcetera.... Break those down into the components of the body of work. Now you're getting somewhere."
But be sure to track what you're doing and when you do it—because success comes when you can replicate the process, he notes.
RESOURCES
🔑Join the MarketingProfs community: mprofs.com/mptoday
đź‘‚Listen to the original podcast episode: marketingprofs.com/podcasts/2023/50363/sales-and-marketing-alignment-insights-strategies-and-success-indicators-matt-heinz-on-marketing-smarts-podcast
🗞️B2B News: forrester.com/blogs/marketing-and-sales-cant-align-without-this
đź“ťFrom The MarketingProfs Blog:
🔹marketingprofs.com/articles/2021/44343/how-to-drive-sales-and-marketing-alignment-in-an-enablement-role
🔹marketingprofs.com/articles/2020/43616/three-steps-to-better-marketing-and-sales-alignment
đź’ˇCommunity Spotlight: linkedin.com/posts/ugniusvygelis_industrialrobotics-automation-b2bforum-activity-7168985382183772161-PG3D?utm_source=share&utm_medium=member_desktop
