There will be the inevitable handoff from marketing to sales in any marketing campaign. However, this handoff shouldn’t be a clean break. When marketing and sales are properly aligned, it should look more like a Venn diagram than a segregated flowchart. Marketing needs to keep supporting sales on the tail end of the customer journey, just like sales should support marketing on the front end. One way this symbiotic relationship can manifest itself is using content to close deals.  Studies have shown that decision makers look at five pieces of content before making their final decision. It’s also true that sales reps spend a lot of time leaving voicemails that aren’t returned and sending emails that don’t get opened. This makes for a prime opportunity for marketing to support sales…

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