Why Terminus Measures Content Success Through Collaboration

Live Together. Die Alone.

Sales and marketing go together like peanut butter and jelly. Almost always sharing a corner of the business, it’s not unusual to see them lumped together in reports, line items, and department listings.
In spite of this, many sales and marketing teams work independently of each other. Marketing drums up leads and hands them off to sales to chase. Sometimes marketing provides sales with collateral but there tends to be an “us and them” mentality between the two.
Sangram has found that the most effective sales and marketing teams work as a collective. Meeting frequently to review leads and content together, they craft a marketing strategy that feeds warm leads to a sales team that is fully informed has bought in on the message being shared to prospective customers.
This collaboration setup stresses the importance of thinking about sales and marketing efficiency and effectiveness as a collective. By working closely together, these two departments can have a huge impact on the success of any business.

In This Episode

• Why successful content marketing means more than lead generation
• How accurately measuring engagement leads to a more efficient sales team
• How a close and cooperative relationship between sales and marketing leads to better results for both teams
• Why a lack of synchronization means an opportunity to become a leader from within

Quotes From This Episode

“All marketers at some point have fallen into the trap of spending more time than it deserves to prove that what they do works.” —@sangramvajre
Our role is to really focus on driving the business forward. Click To Tweet
“At the end of the day, the board and the executive team are looking at sales and marketing efficiency as a single metric that drives the health of the business.” —@sangramvajre
Engagement is the new form fill. Click To Tweet
“If I have to spend time proving something, I’d rather prove that the accounts that matter to us the most are engaging with us.” —@sangramvajre
Activity-centric measurement is not giving a whole lot of insight. Click To Tweet
“The way we’re going to know what we create is valuable is not by the number of clicks and downloads, but by seeing how much time people are spending watching them or reading them.” —@sangramvajre
“Sales and marketing together should own the account selection.” —@sangramvajre
“Every person owes it to themselves and to the organization they belong to, to lead when nobody’s in charge.” —@sangramvajre

Resources

• Sangram Vajre on Twitter: @sangramvajre
• Terminus on Facebook, Twitter, and LinkedIn
• #FlipMyFunnel
• EverString
• Bombora
• Pardot

Content Pros Lightning Round

What is the most annoying way that people pronounce Pardot? We were acquired by Salesforce, and we’re at Dreamforce thinking that, now, Salesforce is going to say our name in front of hundreds of thousands of people, and somebody pronounced it as Pardo.
What is your favorite Arnold Schwarzenegger movie? Commando.
Who is your favorite superhero? If you could be a super hero, who would it be? Captain America. I feel it’s kind of old school, getting your hands dirty, doing the things, and it’s been there forever.