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What’s the answer to creating better experiences and getting customers to buy from you? Throw a lot of technology at the problem?
OK, clearly technology isn’t the complete answer to marketing or sales challenges. But according to Orla Murphy, Managing Partner at SeeBlue Marketing, marketers invest in technology in the hope of solving a problem far too often. She argues that they are looking to tech to deliver an outcome, rather than having difficult conversations internally to address a misalignment that is happening across the company.
SeeBlue is a marketing agency in the UK that works with many tech companies on their Account-Based Marketing (ABM) programs. Murphy says that the firm is seeing that the success of an ABM strategy is heavily linked to sales and marketing working collaboratively at the outset and throughout the program. She admits that when there are internal silos or misalignment on accounts, it can feel like investing in technology will help sort things out. What you end up with, however, is a significant tech investment that takes 12-18 months to implement, and you are trying to justify the business case for that investment:
Getting it to work, getting it to try and solve a problem that it’s not really going to solve. And then you can exacerbate the disconnect between marketing and sales because you actually haven’t got that alignment and that clarity of focus and strategy from the outset with your two key internal stakeholder groups, which are your audience identification, your account selection, and alignment on how you’re going to go to market.
Getting back to fundamentals
According to Murphy, regardless of size or stage, companies face similar challenges In addition to marketing and sales misalignment, there is also the pressure of accelerated revenue growth and results, which for some means the need to invest in a big tech stack.
But technology alone just isn’t the answer. Companies are still missing the fundamentals of a clear,…
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