- What would be the effect if marketers were incentive like salespeople?
- How would such a move affect sales?
- How could marketing people become far more effective?
Maribeth Kuzmeski, marketing strategist, best-selling author and president of Red Zone Marketing, makes a very interesting proposition: what if marketing personnel were compensated for sales just as salespeople are? They are today compensated on the work they produce, at which point salespeople can come back with “”Well, I don’t need this,” or “This isn’t exactly what I need.” But incentivizing marketers like salespeople could go a long way to solving today’s issues of sales and marketing alignment, and could certainly lead to materials that really assist salespeople in closing more sales.
Maribeth also makes the point that marketing people, if they’re actually going to be effective, need to be out in the field with salespeople and see what’s actually happening–see what salespeople are saying and doing. Instead, marketing people often sit in the home office. They do work that they’ve been asked to do and do it very well, but there’s a disconnect. So even if they’re not compensated as Maribeth recommends, marketing should nonetheless be in contact. They should have their finger on the pulse and really identify what’s happening out in the field when a salesperson interacts with a customer.
About our Guest
Maribeth Kuzmeski is president of Red Zone Marketing, focusing with clients on marketing, recruiting, and business growth. She is a bestselling author and top-rated international keynote speaker. She is a regular media contributor to Fox News, USA Today, The New York Times, Wall Street Journal, and Forbes.
About Our Host
John Golden is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories. He recently published his second book Social Upheaval: How to Win at Social Selling. A globally acknowledged thought leader, John has a passion for small to medium businesses. He is CSO and CMO at Pipeliner CRM.