Growth Fusion

A typical B2B purchase process today cuts across Sales and Marketing. Gone are the days when sales could control what prospects could know about the company and products. Today, prospects have access to vast amounts of information (thanks Google!) even before they ever speak to a rep on the phone.

This creates challenges for both sales and marketing teams. Marketing has to try harder than ever to make their content stand out from the clutter in the marketplace as prospects are bombarded with all kinds of content from various sources. In this new reality, for a sales team to be successful, there has to be a strong demand generation strategy in place that is owned by marketing and is supported by a robust lead nurturing program. Enabled by Marketing Automation systems, the nurturing programs address the needs of different buyer personas and moves them along the marketing and sales funnel. The ecosystem that is encompassed by these activities is Revenue Performance Management. As a result of this paradigm shift, marketers now have a seat at the revenue table.