Engaging with Marketing

Mike Ochoa: Sellers these days are so informed. Sales folks and sellers have to bring that back to marketing. So gone are the days of marketing, creating demand and forcing something down a buyer’s throat and trying to convince them that they want this solution. They’re dictating what the solution is to the sellers. Sellers have to echo that back to marketing to make sure that they’re approaching it the right way, and that they’re coming up with solutions to fill those expectations.

Renee Badura: We went so far this year is to put marketing and sales under one organization. Everybody has to be connected all of the time because as we’re trying to convert from selling one product to a customer to going in with a solution based on a customer problem, that’s a circular conversation and ever evolving. So across that whole chain, if you aren’t communicating and in lockstep with the marketing message, we’re going to have breaks in that chain. And the second thing we did is we moved people in physically into the similar space. So marketing sits next to sales enablement, sits next to product development, sits next to strategy.