Smarketing: How to Achieve Competitive Advantage Through Blended Sales and Marketing
- 3h 59m
- Adam Gray, Hugo Whicher, Tim Hughes
- Kogan Page
- 2019
Since the earliest days of 'modern' marketing and sales, the departments that ran these key functions have been separate empires. They have different leaders, different budgets, and different organizational structures. However, with the overwhelming impact of continuous disruption, many organizations have been left floundering, unsure of how to get traction in the market. The old rule book has been torn up and thrown away.
Smarketing is the first book that explores the shift that will become the future state operating model for companies seeking to remain competitive and relevant in this fast-changing digital world. It explains how and why companies should blend sales and marketing into one single, streamlined smarketing department. Sales people will become better marketers, and marketers better sales people, leading to bigger, better business growth all round.
With clearly defined implementation strategies that can be applied by any company, regardless of size or sector, Smarketing is an invaluable resource for any marketing or sales professional looking to drive growth and success in the new era of marketing.
About the Authors
Tim Hughes is a social selling innovator and pioneer, listed by Onalytica as the number one most influential person globally for social selling. Tim Hughes was involved in rolling out one of the most advanced social selling programs in Western Europe across 4000 people. He is CEO and one of the founders of Digital Leadership Associates the social media consultancy.
Adam Gray has spent over a decade specializing in social media marketing, he wrote the first globally published book on social media for business and was formerly the Head of Client Social Media (EMEA) for a multi-billion dollar software company. He is one of the founders of Digital Leadership Associates the social management consultancy.
Hugo Whicher is the Marketing Director at Oracle, where he provides social selling and account-based marketing across a 'virtually' merged sales and marketing team.
In this Book
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Introduction
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Why Marketing in its Current Form is Dead
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Why Sales in its Current Form is Dead
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So Where are Customers Today?
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Sales and Marketing Departments of the Future
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Preparing for Smarketing in Your Company
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How Do You Implement a Smarketing Transformation?
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Challenges of Smarketing and How to Overcome Them
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Measurement, Reporting and Governance
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Practical Tools to Support Your Smarketing Programme
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Account-Based Marketing – A New Way to Organize Sales
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Conclusion
