Sometimes we do things simply because that's the way it's been done. No one remembers why exactly, but we keep doing it… even if it hurts us. When I view the typical sales and marketing hierarchy of modern companies, the structure hasn't changed since we had sales people turawa matafiya da kuma bugun kira don daloli.
In many of the companies I've visited, many “sales” are happening on the marketing side of the wall. Sales merely takes the order. Unfortunately, because of the rules of the organization, Sales Departments continue to be credited with those efforts. It's this gray area that makes measuring social influence marketing difficult.
I've written about how Sales can take advantage of social media as well as the change in buyer behavior in quite a few posts:
- Kasuwancin Inbound da Sabon Gidan Hanya
- Canjin yanayin Sayarwa
- Matakan Sadarwar Zamani guda Biyar don Professionwararrun Masu Talla
Some companies that I know have moved Marketing totally within Sales and others have done away with Sales organizations altogether. I'm not advocating either, but it's interesting that there's a lot of confusion happening when it comes to where to invest your sales and marketing budget. There's also no process that supports the measurement of community sales… where your product was sold without the help of marketing or sales but with your community.
Tsarin gargajiya a cikin ƙungiya yana ba da daraja kamar yadda ake tsammani ta hanyar tsarin tallace-tallace.
Haƙiƙa, tabbas shine cewa siyarwa na iya zuwa daga Talla, Talla ko ma daga Al'ummarku. Sau nawa ka sayi samfur ko sabis bisa ga shawarar daga al'ummarka?
It's surprising to me that more companies don't take advantage of the community utilizing affiliate marketing services. I have affiliate marketing accounts on every product and referral agreements with all of my vendors. I am getting sales for those organizations so it's only right that I both get the credit as well as the reward!
Ideally, a ‘close' wouldn't happen in Sales, Marketing or with the Community. The close would happen in the account generation process, assuring the sale is properly credited to the right source. This would allow companies to identify where they should be investing resources.
Talla, Talla, da Samfura su kasance suna gasa da junan su don albarkatu da sakamako. Dole ne kuma suyi aiki tare da juna don tabbatar da isar da sakon layi daidai. Kudin kowane Kusa ya kamata a auna shi a duk faɗin albarkatun uku. Wasu canja wurin lamuni na iya faruwa, ba shakka… mai turawa zai iya zuwa gidan yanar gizon ya tuntuɓi tallace-tallace don ƙarin bayani. A wannan yanayin, ƙungiyar tallace-tallace ta haɓaka kuma ta kawo sayarwa don rufewa.
You might find that you have an outstanding product or service that grows by word of mouth alone… in this case you would be much better off investing in the product than sales and marketing. Of course, if no closes are happening in the community, the product management team should be held responsible – there's a good chance your product is lackluster.
The old hand-off method simply doesn't work anymore. Many marketing departments have incredible close rates, but since sales gets the credit – they also get the resources. I've seen many marketing departments pull off miracles with virtually no budget… pouring closes into the organization where the sales team is merely taking the order – but still getting the credit, the resources and the bonuses. If a web lead could jump directly from the site to a close on the account team, the marketing department could get the just credit.
Idan kamfanoni suna son fahimtar yadda kowace dabara take da mahimmanci ga dabarun kasuwancin su gaba ɗaya, suna buƙatar suma su iya auna daidai daga inda tallace-tallace ke zuwa!