Accessibility Statement Skip Navigation
  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing
  • Login
  • GDPR
  • Create a Free Account
Return to PRWeb homepage
  • News
  • Resources
  • Contact
When typing in this field, a list of search results will appear and be automatically updated as you type.

Searching for your content...

No results found. Please change your search terms and try again.
  • News in Focus
      • Browse News Releases

      • All News Releases
      • Multimedia Gallery

      • All Multimedia
      • All Photos
      • All Videos
  • Business & Money
      • Auto & Transportation

      • Aerospace, Defense
      • Air Freight
      • Airlines & Aviation
      • Automotive
      • Maritime & Shipbuilding
      • Railroads and Intermodal Transportation
      • Supply Chain/Logistics
      • Transportation, Trucking & Railroad
      • Travel
      • Trucking and Road Transportation
      • View All Auto & Transportation

      • Business Technology

      • Blockchain
      • Broadcast Tech
      • Computer & Electronics
      • Computer Hardware
      • Computer Software
      • Data Analytics
      • Electronic Commerce
      • Electronic Components
      • Electronic Design Automation
      • Financial Technology
      • High Tech Security
      • Internet Technology
      • Nanotechnology
      • Networks
      • Peripherals
      • Semiconductors
      • View All Business Technology

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Financial Services & Investing

      • Accounting News & Issues
      • Acquisitions, Mergers and Takeovers
      • Banking & Financial Services
      • Bankruptcy
      • Bond & Stock Ratings
      • Conference Call Announcements
      • Contracts
      • Cryptocurrency
      • Dividends
      • Earnings
      • Earnings Forecasts & Projections
      • Financing Agreements
      • Insurance
      • Investments Opinions
      • Joint Ventures
      • Mutual Funds
      • Private Placement
      • Real Estate
      • Restructuring & Recapitalization
      • Sales Reports
      • Shareholder Activism
      • Shareholder Meetings
      • Stock Offering
      • Stock Split
      • Venture Capital
      • View All Financial Services & Investing

      • General Business

      • Awards
      • Commercial Real Estate
      • Corporate Expansion
      • Earnings
      • Environmental, Social and Governance (ESG)
      • Human Resource & Workforce Management
      • Licensing
      • New Products & Services
      • Obituaries
      • Outsourcing Businesses
      • Overseas Real Estate (non-US)
      • Personnel Announcements
      • Real Estate Transactions
      • Residential Real Estate
      • Small Business Services
      • Socially Responsible Investing
      • Surveys, Polls and Research
      • Trade Show News
      • View All General Business

  • Science & Tech
      • Consumer Technology

      • Artificial Intelligence
      • Blockchain
      • Cloud Computing/Internet of Things
      • Computer Electronics
      • Computer Hardware
      • Computer Software
      • Consumer Electronics
      • Cryptocurrency
      • Data Analytics
      • Electronic Commerce
      • Electronic Gaming
      • Financial Technology
      • Mobile Entertainment
      • Multimedia & Internet
      • Peripherals
      • Social Media
      • STEM (Science, Tech, Engineering, Math)
      • Supply Chain/Logistics
      • Wireless Communications
      • View All Consumer Technology

      • Energy & Natural Resources

      • Alternative Energies
      • Chemical
      • Electrical Utilities
      • Gas
      • General Manufacturing
      • Mining
      • Mining & Metals
      • Oil & Energy
      • Oil and Gas Discoveries
      • Utilities
      • Water Utilities
      • View All Energy & Natural Resources

      • Environ­ment

      • Conservation & Recycling
      • Environmental Issues
      • Environmental Policy
      • Environmental Products & Services
      • Green Technology
      • Natural Disasters
      • View All Environ­ment

      • Heavy Industry & Manufacturing

      • Aerospace & Defense
      • Agriculture
      • Chemical
      • Construction & Building
      • General Manufacturing
      • HVAC (Heating, Ventilation and Air-Conditioning)
      • Machinery
      • Machine Tools, Metalworking and Metallurgy
      • Mining
      • Mining & Metals
      • Paper, Forest Products & Containers
      • Precious Metals
      • Textiles
      • Tobacco
      • View All Heavy Industry & Manufacturing

      • Telecomm­unications

      • Carriers and Services
      • Mobile Entertainment
      • Networks
      • Peripherals
      • Telecommunications Equipment
      • Telecommunications Industry
      • VoIP (Voice over Internet Protocol)
      • Wireless Communications
      • View All Telecomm­unications

  • Lifestyle & Health
      • Consumer Products & Retail

      • Animals & Pets
      • Beers, Wines and Spirits
      • Beverages
      • Bridal Services
      • Cannabis
      • Cosmetics and Personal Care
      • Fashion
      • Food & Beverages
      • Furniture and Furnishings
      • Home Improvement
      • Household, Consumer & Cosmetics
      • Household Products
      • Jewelry
      • Non-Alcoholic Beverages
      • Office Products
      • Organic Food
      • Product Recalls
      • Restaurants
      • Retail
      • Supermarkets
      • Toys
      • View All Consumer Products & Retail

      • Entertain­ment & Media

      • Advertising
      • Art
      • Books
      • Entertainment
      • Film and Motion Picture
      • Magazines
      • Music
      • Publishing & Information Services
      • Radio & Podcast
      • Television
      • View All Entertain­ment & Media

      • Health

      • Biometrics
      • Biotechnology
      • Clinical Trials & Medical Discoveries
      • Dentistry
      • FDA Approval
      • Fitness/Wellness
      • Health Care & Hospitals
      • Health Insurance
      • Infection Control
      • International Medical Approval
      • Medical Equipment
      • Medical Pharmaceuticals
      • Mental Health
      • Pharmaceuticals
      • Supplementary Medicine
      • View All Health

      • Sports

      • General Sports
      • Outdoors, Camping & Hiking
      • Sporting Events
      • Sports Equipment & Accessories
      • View All Sports

      • Travel

      • Amusement Parks and Tourist Attractions
      • Gambling & Casinos
      • Hotels and Resorts
      • Leisure & Tourism
      • Outdoors, Camping & Hiking
      • Passenger Aviation
      • Travel Industry
      • View All Travel

  • Policy & Public Interest
      • Policy & Public Interest

      • Advocacy Group Opinion
      • Animal Welfare
      • Congressional & Presidential Campaigns
      • Corporate Social Responsibility
      • Domestic Policy
      • Economic News, Trends, Analysis
      • Education
      • Environmental
      • European Government
      • FDA Approval
      • Federal and State Legislation
      • Federal Executive Branch & Agency
      • Foreign Policy & International Affairs
      • Homeland Security
      • Labor & Union
      • Legal Issues
      • Natural Disasters
      • Not For Profit
      • Patent Law
      • Public Safety
      • Trade Policy
      • U.S. State Policy
      • View All Policy & Public Interest

  • People & Culture
      • People & Culture

      • Aboriginal, First Nations & Native American
      • African American
      • Asian American
      • Children
      • Diversity, Equity & Inclusion
      • Hispanic
      • Lesbian, Gay & Bisexual
      • Men's Interest
      • People with Disabilities
      • Religion
      • Senior Citizens
      • Veterans
      • Women
      • View All People & Culture

  • Hamburger menu
  • Cision PRWeb provides efficient communication tools to continuously engage with target audiences across multiple online channels
  • Create a Free Account
    • ALL CONTACT INFO
    • Contact Us


      11AM ET Sunday – 8PM ET Friday

  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • News in Focus
    • Browse All News
    • Multimedia Gallery
  • Business & Money
    • Auto & Transportation
    • Business Technology
    • Entertain­ment & Media
    • Financial Services & Investing
    • General Business
  • Science & Tech
    • Consumer Technology
    • Energy & Natural Resources
    • Environ­ment
    • Heavy Industry & Manufacturing
    • Telecomm­unications
  • Lifestyle & Health
    • Consumer Products & Retail
    • Entertain­ment & Media
    • Health
    • Sports
    • Travel
  • Policy & Public Interest
  • People & Culture
    • People & Culture
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR
  • Send a Release
  • Sign up
  • Log in
  • Resources
  • RSS
  • GDPR

Sales and Marketing Can't Get Along; Clickback Points Out Why
  • USA - English


News provided by

JoTo PR

May 31, 2017, 11:05 ET

Share this article

Share toX

Share this article

Share toX

Mitch Fanning, VP of Marketing at Clickback, discusses the tension between sales and marketing and why it exists.
Mitch Fanning, VP of Marketing at Clickback, discusses the tension between sales and marketing and why it exists.

Ontario, Canada (PRWEB) May 31, 2017 -- In companies it has been common for many years for sales and marketing to be in conflict over budget, pricing, and seemingly endless other issues1. Probably the most common bone of contention—and one which most markedly affects company survival and revenue—is lead quality. But as pointed out by Clickback, a Software as a Service (SaaS) B2B lead generation company, in today's frantic pace of commerce and the need for a common, team-oriented approach from companies, it is vital that sales and marketing be brought into accord2.

It's crucial that there be accord between sales and marketing regarding leads.

Post this

The battle over lead quality often boils down to the definition of a lead. Marketing may define a lead as "anyone interested in our product." Sales, on the other hand, doesn't want to waste time on leads other than the very hot ones ready to buy right now. Unfortunately, these conflicting definitions often leave viable leads falling into a "black hole" between sales and marketing.

"It's crucial that there be accord between sales and marketing regarding leads," said Mitch Fanning, Vice President of Marketing at Clickback. "It's the only way that valuable leads don't end up being wasted, and that company budget and efforts are aligned and optimized."

Part of lead optimization is a balance between inbound and outbound leads. Carefully calculated inbound efforts, such as SEO and social media strategies, should be balanced with outbound strategies. Any company seeking to grow revenue by 30% or more in the coming year will need to learn how to expertly weave inbound and outbound lead strategies.

Clickback offers an outbound solution which is highly effective in capturing the 98% of web visitors that would otherwise be lost simply because they don’t fill out a web form. Companies can qualify these leads and reach out to them with methods such as email offers or cold-calling. Such a solution, being a valuable addition to lead strategy, can go a long way to assisting a sales-marketing cooperative relationship.

Other sources of conflict between sales and marketing include economic issues such as price. Marketing sets pricing in accord with profitability and value, while sales often uses reduced pricing as a buying incentive. Another economic issue is budget--Marketing wants a budget for strategy, materials and media buying, whereas sales thinks this is a waste of money and would rather have the budget for additional salespeople.

Part of a "mending of fences" between sales and marketing is an understanding and acknowledgement, on both sides, of the fact that each has a different vital function they bring to the company2. They are different disciplines and have different mindsets and training.

In a well-defined sales-marketing relationship, there are processes and rules put in place to prevent disputes. Each group is keenly aware of the other's function, and for the most part they stick to their own tasks, consulting each other as needed. Such a relationship usually begins with a cooperative definition of "lead." Instead of being combative, meetings become productive with subjects such as how can resources best be utilized advantageously for both sides?

There are many reasons for sales and marketing to be in full cooperation. And yes…we can all get along.

About Clickback:

Founded in 1996, Clickback is a software as a service (SaaS) lead generation company that helps thousands of marketing professionals solve their companies’ lead growth problems using Cloud-based B2B lead generation software products uniquely designed to accelerate lead growth. Clickback is one of the world’s first SaaS companies to offer email lead generation software to its customers that provides a safe and proven method of securing profitable B2B leads to mid-market and enterprise companies. Clickback has been able to identify over 300,000 leads for their users, in part by implementing Clickback WEB, a software designed to identify unknown visitors to a company’s website and utilize them as leads. In 2016, Clickback became one of the first email service providers to be 100% IPv6 (Internet Protocol Version 6) compliant to maximize deliverability for customers. IPv6 allows for 340 undecillion IP addresses, ensuring there will be no shortage and that devices will be able to remain communicating with one another – imperative for compliant B2B marketers today. For more information on Clickback visit http://www.clickback.com/.

1. Krishnaswamy, Philip KotlerNeil RackhamSuj. "Ending the War Between Sales and Marketing." Harvard Business Review. N.p., 16 July 2015. Web. 13 May 2017.

2. "Marketing & Sales: Frienemies Forever!" THE HARTFORD. N.p., n.d. Web. 13 May 2017.

Karla Jo Helms, JoTo PR, +1 (888) 202-4614 Ext: 802, [email protected]

Modal title

Contact PRWeb

  • 11AM ET Sunday – 8PM ET Friday
  • Contact Us

About PRWeb

  • About PRWeb
  • Partners
  • Partnership Programs
  • Editorial Guidelines
  • Resources

Why PRWeb

  • Why PRWeb
  • How It Works
  • Who Uses It
  • Pricing

Accounts

  • Create a Free Account
  • Log in
  • Contact Us

Do not sell or share my personal information:

  • Submit via [email protected] 
  • Call Privacy toll-free: 877-297-8921

Contact Cision

Products

About

My Services
  • All News Releases
  • Online Member Center
  • ProfNet
Cision Distribution Helpline
888-776-0942
  • Legal
  • Site Map
  • RSS
  • Cookie Settings
Copyright © 2025 Cision US Inc.