CONSUMER BEHAVIOUR CHANGES FACE OF MARKETING

CONSUMER BEHAVIOUR CHANGES FACE OF MARKETING

ALIGNING sales and marketing is the key to competitive advantage, according to new research in buyer behaviour.

Sales performance company Huthwaite has revealed traditional lead generation marketing no longer holds true after conducting a two-year study of business executives and buyers.

The “Focus on the Buyer” study found that 75 per cent of companies whose sales and marketing were aligned and sending the same message were breaking away from competition.

Companies in which sales and marketing worked independently were struggling.

Huthwaite CEO and president John Golden says marketing should be deeper into the buying process than ever before.

“Sales departments need to recognize that the part marketing plays in the buying process has expanded and it has a role to play at every phase of the process, not just the front end,” says Golden.

“The revenue generation process has become a continuum where sales and marketing are constantly and consistently engaged with their market in a much more fluid, overlapping and ultimately partnering way.”

Help us deliver quality journalism to you.
As a free and independent news site providing daily updates
during a period of unprecedented challenges for businesses everywhere
we call on your support

Facing the latest impacts of cyber-crime: cyber insurance premiums increase for businesses
Partner Content
As Australian businesses are forced to adapt to a new normal yet again, a different typ...
Aon
Advertisement

Related Stories

Dubber expands AI expertise with $6.6m acquisition of Brisbane-based Notiv

Dubber expands AI expertise with $6.6m acquisition of Brisbane-based Notiv

ASX-listed software group Dubber Corp (ASX: DUB) has today acquired...

Can Queensland cash in on the NRL finals? It’s all about ‘event leveraging’

Can Queensland cash in on the NRL finals? It’s all about ‘event leveraging’

Queensland's love of rugby league, and the fact the state isn...

QLD businesses urged to line up early for 2032 Olympic economic boom

QLD businesses urged to line up early for 2032 Olympic economic boom

Queensland businesses are being encouraged to collaborate early wit...

Hotel Property Investments and Good Drinks Australia pick up pub assets

Hotel Property Investments and Good Drinks Australia pick up pub assets

Two ASX-listed companies have picked up pubs this week, with Hotel ...