On August 22, 2011, Forrester’s TJ Keitt pointed out…
“…some key differences between Enterprise 2.0 users and the rest of the workforce:
- They’re your highest paid employees. Over half of this group earns more than $60k a year, compared to just 36% of non-users.
- They’re the most educated members of the workforce. Sixty-five percent of this group has completed at least a 4 year college degree compared to 55% of the rest of the workforce.
- They’re the leaders in your office. It’s not surprising to see 49% of this group are managers are executives given management’s enthusiasm about social technologies. Just 31% of non-users are in similar positions.
On August 17, 2011, BDSolutions tweeted that its VP of Sales Enablement, Bill Golder, said:
“Alignment of sales and marketing impacts revenue growth up to 3x.”
In a post by Amanda F. Batista from August 16, 2011, IDC is quoted with the statement that…
“B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company.”
‘IDC Forecasts Tech Sales & Marketing Expenses to Grow Faster Than Revenue in 2010′, press release from March 30, 2010:
“The International Data Corporation (IDC) Executive Advisory Group forecasts that global sales and marketing expenses will to grow at 4.7% and 3.5% respectively in 2010, outpacing the projected 3.2% growth in worldwide IT spending. These expense gains will lead tech executives to accelerate their initiatives to improve the productivity and cost efficiency of sales and marketing.
In addition, executives may continue to seek greater sales and marketing alignment through dramatic organization and reporting changes, as a way to solve the costly misalignments that have continually undermined sales and marketing integration and efficiency. [...]“
We have been addressing sales and marketing misalignments for large b2b enterprises since 2006 and it is great to see that IDC shares our point of view that sales enablement, content audits and improved campaigns are the way to go:
“Within the typical tech marketing organization, IDC sees that executives have numerous opportunities for savings and efficiency. “Sales enablement, content audits, and campaign vs. product go-to-market programs are all great ways to save money, and to make customers happier at the same time,” noted Rich Vancil, vice president of IDC’s Executive Advisory Group.”
For our approach to content audits please see our recent blog post on Content Intelligence. In one of our upcoming blog posts we will show you how easy it is to run campaigns with our Sales Enablement solution. Contact us anytime for a presentation that details how we have saved Fortune 500 companies money, they used to spend on content creation.
