|Published:||June 4, 2012|
In response to changing buying behavior, marketing is using thought leadership to generate and nurture leads. However, sales is still promoting offerings and capabilities. The sales force is challenged to communicate thought leadership insights and points of view. Marketing and others responsible for sales enablement must teach sales to how to use thought leadership in selling to open doors and nurture relationships.
Based on the results from our online survey, ITSMA has defined four critical success factors that will enable sales:
This report, Enabling Sales: Four Critical Success Factors, gives details on each of these success factors, as well as information on the best practice model ITSMA has created for sales and marketing alignment.
This report is available free of charge to current ITSMA members that responded to this survey. Companies that responded but are not members of ITSMA will receive an Executive Summary.
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