Sometimes we do things simply because that's the way it's been done. No one remembers why exactly, but we keep doing it… even if it hurts us. When I view the typical sales and marketing hierarchy of modern companies, the structure hasn't changed since we had sales people thawb txoj kev pua thiab hu rau daus las.
In many of the companies I've visited, many “sales” are happening on the marketing side of the wall. Sales merely takes the order. Unfortunately, because of the rules of the organization, Sales Departments continue to be credited with those efforts. It's this gray area that makes measuring social influence marketing difficult.
I've written about how Sales can take advantage of social media as well as the change in buyer behavior in quite a few posts:
- Kev lag luam Inbound thiab Cov Tshiab Muag Khoom Lom Zem
- Lub Hloov Mus Muag Paradigm
- Tsib Txheej Txheeb Ze Kev Sib Raug Zoo rau Cov Neeg Muag Khoom
Some companies that I know have moved Marketing totally within Sales and others have done away with Sales organizations altogether. I'm not advocating either, but it's interesting that there's a lot of confusion happening when it comes to where to invest your sales and marketing budget. There's also no process that supports the measurement of community sales… where your product was sold without the help of marketing or sales but with your community.
Cov txheej txheem ib txwm nyob hauv ib lub koom haum yuav tso tawm qhov credit raws li cov txiaj ntsig tau los ntawm cov txheej txheem muag.
Qhov kev muaj tiag, tau kawg yog tias kev muag khoom tuaj yeem los ntawm Kev Muag Khoom, Kev Lag Luam lossis txawm tias los ntawm koj Lub Zej Zog. Muaj pes tsawg lub sijhawm koj tau xaj cov khoom lossis kev pabcuam raws li kev pom zoo los ntawm koj lub zej zog?
It's surprising to me that more companies don't take advantage of the community utilizing affiliate marketing services. I have affiliate marketing accounts on every product and referral agreements with all of my vendors. I am getting sales for those organizations so it's only right that I both get the credit as well as the reward!
Ideally, a ‘close' wouldn't happen in Sales, Marketing or with the Community. The close would happen in the account generation process, assuring the sale is properly credited to the right source. This would allow companies to identify where they should be investing resources.
Kev Muag Khoom, Kev Lag Luam thiab Cov Khoom Yuav tsum sib tw ib leeg rau ib qho kom tau txais nyiaj thiab txiaj ntsig. Lawv yuav tsum tau ua haujlwm ze ze rau ib leeg kom ntseeg tau tias kev xa xov thiab cov khoom lag luam zoo ib yam. Tus nqi rau ib qho Yuav tsum raug ntsuas thoob plaws peb qho peev txheej. Qee qhov kev hloov pauv ntawm credit yuav tshwm sim, tau kawg ... kev xa mus yuav mus rau lub vev xaib thiab tiv toj kev muag khoom rau cov ntaub ntawv ntxiv. Nyob rau hauv cov ntaub ntawv ntawd, pab pawg muag khoom txhawb nqa thiab coj cov lus muag mus kaw.
You might find that you have an outstanding product or service that grows by word of mouth alone… in this case you would be much better off investing in the product than sales and marketing. Of course, if no closes are happening in the community, the product management team should be held responsible – there's a good chance your product is lackluster.
The old hand-off method simply doesn't work anymore. Many marketing departments have incredible close rates, but since sales gets the credit – they also get the resources. I've seen many marketing departments pull off miracles with virtually no budget… pouring closes into the organization where the sales team is merely taking the order – but still getting the credit, the resources and the bonuses. If a web lead could jump directly from the site to a close on the account team, the marketing department could get the just credit.
Yog tias cov tuam txhab xav nkag siab txog qhov tseem ceeb npaum li cas txhua qhov kev sib tw yog rau lawv cov tswv yim kev lag luam tag nrho, lawv yuav tsum muaj peev xwm kuj tau ntsuas qhov tseeb qhov twg muag los ntawm!