The sales and marketing relationship once focused on the quality of the leads being generated by marketing. Now, attention is shifting to the quality and availability of content.
Aligning sales processes, content and resources specifically to buyer needs is critical to improving win rates. However, more than half (53%) say their selling processes and content are only somewhat or not aligned to the buyer stages, according to the recently released annual Sales Execution Trends survey from Qvidian.
The delineation between marketing and IT is becoming more fluid as data analytics and advanced technologies drive marketing strategies. As the concept of data-driven marketing takes hold and marketing’s responsibilities broaden beyond lead generation, the position of marketing technologist has emerged to bridge the gap.
“IT and marketing are blurring when it comes to marketing technology, probably more than any other department,” said Jason Stewart, VP of Demand Generation at ANNUITAS. “Technologies like marketing automation, social media monitoring and content strategy tools are requiring more marketing expertise and acumen. The need for marketers specializing in the tech aspects of the role is greater than ever.”
Online and mobile video solutions provider Brainshark today announced the integration of Brainshark Presentations with Eloqua’s marketing automation platform.
The integration allows Eloqua users to access Brainshark online videos to improve the effectiveness of demand generation and other marketing communications, as well as gain insight into how prospects are engaging with content. In addition, Brainshark announced that its solution available through the Eloqua AppCloud.