For the 124th episode of The Marketing Book Podcast, I interviewed Simon Kelly , co-author of Value-ology: Aligning Sales And Marketing To Shape And Deliver Profitable Customer Value Propositions.
The authors explain that it has never been easier to produce great marketing content and sales collateral. And yet, 90% of the content that marketing produces is NEVER used by sales.
Why not? Because it’s not relevant to the audience or the prospect doesn’t even know the content exists. Furthermore 58% of deals end up in “no decision” because sales has not presented value effectively.
Companies are creating lots of noise but failing to resonate with the customers.
The danger? Aside from marketing wasting tens of millions of dollars on ineffective content and tools, is that customers will disengage. 94% of prospects say they have completely disengaged with vendors because of irrelevant content.
In order to grow fast, the authors argue, Sales and Marketing teams need to do more than align with each other. They also need to align AROUND THE CUSTOMER.
A bit more about the book…