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Sales and Marketing Must Share the Same Revenue Goal, New Channel Marketing Podcast
“Sales and marketing are two parts of the same coin.” In this Technology Reseller News podcast, Ranjan Chauhan of New Channel Marketing discusses why MSPs, vendors and channel partners should break down the traditional wall between sales and marketing. New Channel Marketing helps technology companies reach the right audiences, strengthen market positioning and build programs that generate pipeline and revenue. Chauhan has worked in both quota-carrying sales and marketing roles. He says the two teams often blame each other for weak leads, poor follow-up or stalled deals, even though they ultimately share the same objective. “My purpose as a marketer is to generate pipeline that allows sales to generate revenue,” Chauhan says. The buying process has also changed. Technology purchases are increasingly made by committees that may include finance, security, legal, compliance and other stakeholders. Sales and marketing must work together to identify those decision-makers, address potential objections and prevent unseen stakeholders from slowing or stopping a deal. Chauhan says account-based marketing can help create that alignment by focusing both teams on agreed-upon target accounts and measurable business outcomes. Marketing success should therefore be judged less by clicks, page views and other vanity metrics—and more by pipeline growth, sales velocity, customer acquisition and revenue. “When sales and marketing work together, we see improvement in revenue, faster closing times and fewer leaks in the funnel,” he says. For MSPs, the approach begins with shared goals, clearly defined target customers and mutual responsibility for moving opportunities forward. Visit NewChannelMarketing.com to learn more.
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