Pipeline marketing is the next evolutionary step marketers need to take to gain ownership of the pipeline and fuel revenue.
Key Objectives Discussed:
- What is pipeline marketing?
- The alignment between sales and marketing
- Why focus on pipeline marketing?
- Marketers tackling ownership of the sales pipeline
Potential clients have so many touchpoints, marketing must evolve their strategies to provide their prospects with the solutions they need to convert to paying clients. For pipeline marketing to see success, sales and marketing need to be aligned. This ensures the prospect, sales, and marketing are on the same page through the buyer’s journey.
This is where pipeline management becomes important. The core of delivering a lucrative pipeline strategy is for the marketing and sales team to have the same end goal: close the deal and get a good ROI on their resources and efforts. This means marketing must employ a tactical lead generation and management strategy to allow marketing initiatives to turn to revenue for the company.
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