INBOUND Recap
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The document discusses a common theme at the INBOUND15 conference about the disconnect between marketing and sales in many organizations. Speakers like Brian Halligan and Marcus Sheridan talked about the lack of inbound buy-in across whole companies, which undermines inbound marketing results. For inbound marketing to be truly effective, it needs company-wide support beyond just the marketing department, with sales, executives, and all employees contributing to and sharing generated content and leads.
INBOUND Recap
- 1. @GulfCoastHUG • @sproutcontentD e b b i e W i l l i a m s , C C O A Common Theme at INBOUND
- 3. A Common Theme at INBOUND • The ABYSS between marketing and sales was a hot topic at INBOUND15, talked about in agency sessions all the way to the big stage where HubSpot CEO Brian Halligan spoke passionately in his keynote about the disconnect between marketing and sales in most organizations, big and small. • . @GulfCoastHUG • @sproutcontent
- 4. A Common Theme at INBOUND Renowned HubSpot and content marketing evangelist Marcus Sheridan, a.k.a. The Sales Lion, hit the nail on the head. The lack of inbound buy-in across organizations completely destroys inbound results. @GulfCoastHUG • @sproutcontent
- 5. Marketing in a silo • Inbound Marketing needs to be a company-wide mentality, not a department • The whole company needs to buy-in for real results to happen • The sales/marketing relationship and communication is crucial @GulfCoastHUG • @sproutcontent
- 6. Getting INBOUND Marketing Buy-in Beyond Marketing • The sales team doesn’t know what the marketing team is doing (isn’t all marketing about sales at the end of the day?) • Only one person in the company knows about or is giving direction on the content being produced. • The sales team isn’t contributing to content topics (even though they’re only the ones answering customers' and prospects’ questions directly). • The sales team isn’t using or sharing the content assets being produced. • The CEO, CMO, CFO can not truly “define” inbound marketing. • The leads that come in are going to sales, and then what? • The executive team doesn’t really understand how Google works (of course! Brilliant!) @GulfCoastHUG • @sproutcontent