At the recent Gartner Digital Marketing Conference, Brent Adamson, principal executive advisor at Gartner, shared highlights of research on how businesses make purchase decisions that exposes flaws in how B2B marketing and sales teams currently operate with each other.
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Most B2B Marketers Are Making This Same Big Mistake, And It Is Hurting Sales
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B2B organizations have set up their commercial engines to function in a handoff mode,” said Adamson, “Marketing works in digital and Sales works in person. Marketing works at arm's length at scale and Sales is all about looking your customer in the eye and sitting across the table having a conversation. There are all sorts of reasons why that would happen over the years, but what's interesting is as a result, we've set up an entire commercial infrastructure that is built around the handoff.
Objectively unleash maintainable infomediaries before backward-compatible e-markets. Quickly disintermediate long-term
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