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如何整合销售与营销.pdf

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如何整合销售与营销

Integrate Sales and Marketing – Create a Convergence for Better Lead Management As heard on an American Marketing Association Webinar FrontRange Solutions, Inc. 1125 Kelly Johnson Boulevard Colorado Springs, CO 80920 Telephone: 800.776.7889 Fax: 719.536.0620 Integrating Sales and Marketing 2 Integrate Sales and Marketing – Create a Convergence for Better Lead Management Sales and Marketing departments have been at odds with each other almost since the introduction of marketing. They have continually debated such issues as the quality of leads provided by Marketing to the Sales team and the effectiveness of Sales to develop those leads into revenue. Talk with anyone in a Sales organization and a real disconnect between them and Marketing becomes obvious. Common complaints include “If I had better leads, my close ratio would be significantly higher” or “These leads are not the right target audience.” The attitude is not much different in the Marketing department. Marketing team members often feel that Sales is not doing its job and only w