“An integrated approach can help companies create sales and marketing strategies that cater to customers with specific needs, but can align sales and marketing strategies together under a single umbrella.”
Minneapolis, MN (PRWEB) September 12, 2014
The great divide between sales and marketing is well documented across the business community. And while the two functions must coexist efficiently in order to reach a company’s overall business objectives, the lack of alignment can keep an otherwise prosperous organization from reaching its full potential. But help is on the way.
LATERALUS, a new strategic business consulting firm, which launched this week in Minneapolis, aims to tackle this age-old dilemma using a blend of strategic planning, marketing and sales strategies that can be customized and deployed for any business development challenge. Using “lateral thinking,” or the radical shift away from traditional models or frameworks to solve problems, LATERALUS identifies the challenges facing an organization and creates a solution at every stage of the product lifecycle: from pre-commercialization to long-term sustainability and growth.
“Many organizations lack strong collaboration between sales and marketing that would help streamline processes and spark growth,” said John Wessinger, founder and business development consultant at LATERALUS. “For example, if a company sees a decline in sales, the knee-jerk reaction may be to lower prices or to reduce the size of the sales force – drastic measures that are often unnecessary when the bigger issue may be as simple as marketing and sales not working from the same script.”
According to recent data, due to the increased use of content marketing through new technology and social-sharing platforms, consumers are more than halfway through their decision-making process to buy or use a product or service – well before the sales team has a chance to make an impact.*
“Companies can bring additional value and enhance the product experience by bringing information to the customer using a variety of new technology platforms,” said Wessinger. “More than ever before, sales and marketing strategies are equally significant to the customers’ purchase decisions and overall buying process.”
Wessinger believes organizations struggle with their ability to measure the effectiveness of sales and marketing initiatives. With so many different programs running simultaneously, managers are finding it hard to determine which sales and marketing activities are making an impact and which are not.
“An integrated approach can help companies create sales and marketing strategies that cater to customers with specific needs, but can align sales and marketing strategies together under a single umbrella,” he said. “The one-dimensional concept of pushing for ‘more sales’ is not always the answer, so it’s our goal to help companies see the bigger picture.”
To learn more, visit http://www.lateralusmpls.com/
*CEB The Digital Evolution in B2B Marketing: Driving Marketing Performance with Multi-Channel Content, Communications and Analytics. http://www.executiveboard.com/exbd-resources/content/digital-evolution/index.html