Marketing and Sales
Who this book is for
Người làm marketing ở Việt Nam, trong doanh nghiệp hoặc ở agency, từ người làm một mình cho công ty nhỏ tới người dẫn một đội năm bảy người. Người đọc là NGƯỜI LÀM NGHỀ, không phải chủ doanh nghiệp: họ chịu trách nhiệm về kết quả nhưng thường không giữ ngân sách.
Sound familiar?
- Marketing reports plenty of leads while sales say none of them are real.
- No shared definition, so both teams argue using two different sets of numbers.
- Leads pass to sales and go quiet, with nobody knowing what happened next.
- Marketing never listens to a sales call, so never hears what buyers actually ask.
After reading, you can
Help marketing and sales agree on lead definitions and handover in writing.
Each chapter answers one question
Chapter 1: Same word, two teams: do we mean the same thing?
Do my marketing and sales teams share one definition of an opportunity?
Two departments using the same word for two different things is the root of most conflict.
Chapter 2: Where do leads go cold between marketing and sales?
How long from someone leaving their details to someone contacting them?
The gap between the two departments is where opportunities go cold.
Chapter 3: What does sales hear that marketing keeps missing?
Last month, how many sales conversations with customers did I listen to?
Marketing's best source of customer insight is in the ears of the sales team.
Chapter 4: Is passing every lead to sales really helping them?
Where do my not-yet-ready buyers go?
Most interested people will not buy today, and throwing them to sales wastes both sides.
Chapter 5: Are the teams arguing about customers, or spreadsheets?
Which number are we looking at together?
When two departments look at two different dashboards, every meeting becomes an argument about data.