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Marketing & Sales Alignment

Deliver Good Content. Drive More Sales.

By | Demand Generation, Marketing & Sales Alignment | No Comments

You may have been hearing the phrase thought leadership quite a bit lately. And you may be wondering what on earth is behind that buzzy marketing lingo. In this blog we’ll explain what it is, how much you need, and why it’s a critical part of your sales strategy. Thought Leader /THôt ˈlēdər/ – A thought leader is an individual or organization that is recognized as an authority, and whose expertise in a specific field…

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Dirty lists car

Don’t Let a Dirty List Hurt Your Campaign Performance

By | Demand Generation, Marketing & Sales Alignment | No Comments

At North Star Marketing we have a process called “Sales Amp.” Short for “sales amplification,” it involves providing focused, customized support to an individual salesperson to help them sell more. Sales Amp delivers outstanding results, in part through the use of email marketing. However, an accurate list of prospect email addresses is critical to the strategy’s success. We have a saying around here: “Great list, great campaign. Bad list, bad campaign.” Unfortunately, it’s rare that…

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The Insane Relationship Between Marketing and Sales

By | Marketing & Sales Alignment, Strategy | No Comments

Insanity: doing the same thing over and over again and expecting different results. Over the past several years I have written about the need for marketing and sales to be on the same team – as I am a believer it is a key attribute of a company’s success. There are some who believe this is a problem that has been put to rest. Unfortunately, that is not often what we experience when we work…

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What sales wished marketing knew

What Sales Wished Marketing Knew

By | Demand Generation, Integrated Campaigns, Marketing & Sales Alignment, Strategy | One Comment

They say that sales is a sprint and marketing is a marathon. Great analogy. Sales is focused on short-term results. Marketing is focused on long-term value. Granted, we run different races. But we’re both specialties in the same sport. So why doesn’t it feel like we’re on the same team? I want marketing to know that we wear the same shoes. I’ve been in corporate sales for many years. And I work with the sales…

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Top Sales Trends for 2017

By | Digital Marketing, Marketing & Sales Alignment, Strategy | No Comments

I recently read an article by SMM that highlighted what they saw as 2017’s Top 4 Sales Trends. Their focus was on the directive at many companies to “sell more and sell it faster.” I agree there probably is not a sales person who hasn’t been told that in one way or another. The article goes on to say there are four key trends that innovative companies are leveraging today to drive sales. 1. The…

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north star marketing lessons from a breewery

Lessons From a Brewery

By | Marketing & Sales Alignment, Strategy, Traditional Marketing | No Comments

At North Star, we have one vision – to Redefine Marketing. We are focused on making marketing work for sales; to help each individual sales person meet or exceed their quotas. One of the ways we do that is by being in constant communication with sales folks. Our most recent conversations happened at the beginning of June with a group of innovative sales leaders across Rhode Island. We invited everyone to a local brew pub,…

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Minding The Gap Matters When It Comes To Driving Revenue

By | Marketing & Sales Alignment, Strategy, Traditional Marketing | No Comments

When it comes to marketing and sales, two things have always been clear. Marketing owns making someone aware of your company and sparking their interest. Sales owns closing the deal. But who owns what happens between sparking some interest and closing the deal has always been a big black hole. Recently, I read an article by Marketo that showed how the sales funnel needs to be restructured and renamed the Revenue Cycle. The key takeaway…

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Driving Sales Revenue Takes Team Players

Driving More Revenue Takes Marketing and Sales Being Team Players

By | Marketing & Sales Alignment, Strategy | No Comments

This may seem like a no brainer to you but in most companies today – marketing and sales are far from being team players. Several years ago, we began to see a painful trend for marketing and it concerned us to see how disempowered and unsuccessful many of the CMOs we spoke with felt. We spoke with 150 heads of marketing and uncovered what was at the heart of CMO’s high turnover and lack of…

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Five Great Lessons Sales and Marketing Can Learn From Each Other

By | Marketing & Sales Alignment, Strategy | No Comments

The conversation isn’t new but the struggle still exists, sales and marketing are still not aligned.  Who doesn’t want shorter sales cycles, lower market-entry costs, and a reduction in cost of sales?  One of the many reasons I like working at North Star is because we are an agency that truly believes Sales and Marketing Departments working together is Smart, Creative and the results are real!  I have had the great privilege of working with some…

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3-Pronged Approach to Build Your Pipeline

By | Demand Generation, Marketing & Sales Alignment, Strategy | No Comments

Today’s marketing allows you to build your pipeline in ways we never could have five years ago.  There have been people over the years who have promoted a singular tactic to drive sales but where we are settling in is exactly where we should be – looking at integrated tactics that marketing and sales can tackle together.  It is called Account Based Marketing [ABM] and, if done right, it is a game-changer for companies.  It…

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