The MarTech Digest
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What B2B Sales Teams Need From Marketing to Win Deals - MarketingProfs

What B2B Sales Teams Need From Marketing to Win Deals - MarketingProfs | The MarTech Digest |
B2B sales leaders say they could win more deals if their marketing teams delivered better messaging and more qualified leads. See what else the research has to say.
CYDigital/'s insight:

If you jumped into Doc Brown's DeLorean and went back 35 years, you'd find that these charts would be the same. Seriously.


MarTech requires constant optimization to continually squeeze ever improving performance. No time for continual CRO? Contact marketingIO. #MarTech #DigitalMarketing

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Sales Enablement Platforms Expand the SalesTech Stack - Gartner

Sales Enablement Platforms Expand the SalesTech Stack - Gartner | The MarTech Digest |

"Sales enablement is both a business discipline and a collection of technology. It encompasses the process, content, training and tools to help salespeople (and others involved in the buying journey) be more efficient and effective.  Capabilities include sales content management, coaching, training, onboarding, and account management.

But in the past year, Gartner has been tracking the development of sales enablement platforms. Some of the sales enablement vendors have converted their applications into API-based open platforms, offering their own library of open APIs. With native APIs, sales enablement vendors can:

  • Provide native connectors to other API-enabled sales enablement applications
  • Create user-interface mashups with other sales and marketing solutions that are based on open APIs.
  • Offer basic tools for building custom user interfaces or data capture forms
  • Deliver granular functions for capturing and measuring how business contacts engage with the content sent to them by sales representatives."
CYDigital/'s insight:

Eventually, marketing automation will be usurped by sales stack technology.


marketingIO’s MarTech Managed Services drives more leads faster. Contact us to see how. #MarTech #DigitalMarketing

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Practice Makes Perfect: Lessons From Practitioners About Sales Enablement Automation - Forrester

Practice Makes Perfect: Lessons From Practitioners About Sales Enablement Automation - Forrester | The MarTech Digest |
The most immediate measure of a successful launch and implementation was adoption by sellers. “They love it! Content is much easier to locate,” was a frequent comment. But beyond immediate adoption, there are still challenges for many sales and marketing leaders in getting the most out of SEA, including going beyond using basic content usage reporting to correlating successful content with moving opportunities through sales stages.

The power of recommendations is another area where there is room to grow. By tagging content for mapping to CRM indicators (such as product, buyer role, industry, and sales stage), content can be served up to match the exact needs of the seller and help move an opportunity forward. But for practitioners who use CRM systems other than Salesforce or those who focus on a partner channel with limited or no access to the partner’s CRM, recommendations remain an unfulfilled promise.
CYDigital/'s insight:

Report available to subscribers. It's rare that you see this statement: "They love it!"


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Asking The Right Questions: A Socratic Approach To Sales Enablement Automation - Forrester

These are questions that, using the Socratic approach, I usually ask in one form or another during the 30-minute SEA inquiries and in-depth day-long advisory sessions that focus on building a comprehensive set of requirements and expectations:

  • What is the most important success factor for SEA?
  • What new insights can we gain from SEA?
  • How does SEA relate to marketing automation and CRM?          
CYDigital/'s insight:

SEA = sales enablement automation


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