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A new study reported by eMarketer confirmed that the influence of video on B2B buyers is no different than in the B2C space. We like to watch and be entertained by videos, and in particular, videos that tell a story.
We recently completed a deployment of our customer reference management app, ReferenceEdge. This was for an important, long-standing client, and in partnership with Deloitte. This was a new experience for us since we typically operate independently, separate from a larger IT project. In this case Salesforce was being deployed at the same time and we were one of a handful of other solutions included in this early roll-out phase.
The internet and bookshelves are full of articles, anecdotes and self-help-for-business on the topics of getting Sales and Marketing more in tune with each other, breaking down “us and them” barriers, and becoming more effective for higher company performance. Customer Relationship Management (CRM) software was supposed to help (or force, depending on who you spoke to) the teams, with allegedly the same end goal, to work together.
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There was an CMO.com interview with Tony Jaros of SiriusDecisions concerning how marketing departments need to organize for the future. A couple of key observations/recommendations stood out to us: [Read more →]
Just read a great blog post from Jim Ninivagg of SiriusDecisions entitled What is Sales Enablement? There were a number of interesting data points that reinforce the strong connection between Sales Ops and customer references. We’re always excited to see reference programs residing in sales operations because of the potential for closer alignment with the sales force, but it’s not common.
This is a question that should be answered early in the life cycle of a customer reference program because it drives one of the most fundamental functions: recruiting. It’s never too late to assess your environment if this question wasn’t answered earlier, or if the dynamics of your customer relationships have changed recently (significant sales turnover, executive turnover, mergers/acquisitions, etc.).