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Mind the gap between marketing and sales

By Jeff Campbell

This is a familiar phrase to all those who have used the tube to get around London. It may also be familiar to those who continue to try to reconcile the information we often use to measure marketing effectiveness with sales forecast. In other words, trying to answer the question, “How will my marketing spend translate into revenue?”

Along the continuum from awareness to closed sale, marketers and sales leaders use many measurements to manage the processes and understand the effectiveness of various investments. The thing is, marketing uses metrics like impressions, click-through rate and conversions (among many others) to understand the effectiveness of campaigns while in sales, measurements are typically activity-based or state-based. Some examples include: number of leads, number of calls, number of opportunities by stage, and so on. All of the sales measurements are provided through the sales people themselves while the marketing measurements are taken directly from prospects’ actions.

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