By Mike Volpe, saleforce.com:
In many organizations the relationship between marketing and sales is unidirectional: marketing generates leads and sales follows up with those leads. Seeing these interactions as part of a one-wayprocess is a secure recipe for inbound marketing failure.
To master inbound marketing, businesses need to realize that people travel in different directions across the sales funnel. They don’t follow the same textbook-style funnel trajectory of actions. They can jump in and out of the sales cycle at different stages, as they do more research and follow the recommendations of their friends and coworkers. In this context, to build a successful sales and marketing methodology, you need to clearly align it to the real-time actions of your prospects… Read more