OasisLMS

Duration: 25 minutes Learning objectives: How sales and marketing work together

Sales Management & Leadership Professionals

English-speaking UK and International

Finding new customers is one of the most pressing areas for many sales teams and this is where sales and marketing activitiesbeneficially overlap. There is plenty of discussion on managing the sales funnel or starting the customer journey, but few consider how the sales and marketing roles interact during this critical process. It has been argued that marketing attracts attention and generates opportunities to interact with potential customers, while the sales role is to capture and convert potential customers into established accounts. However, collaboration between sales and marketing to create a seamless customer/buyer-centric pipeline provides a rewarding opportunity for all parties. This webinar explains how collaboration between sales and marketingis the bedrock of improving customer acquisition.

Understand how collaboration between sales and marketing can improve customer acquisition Recognize the value creation potential in sales and marketing collaboration during customer acquisition Understand the roles that sales and marketing play in managing the customer journey

CPD Points: One

Dr Kenneth Le Meunier-FitzHugh After twenty years working in sales and marketing, completing an MBA and MA in Marketing, as well as leading a division of a Japanese multinational in the music industry, Ken studied for a PhD at the University of Warwick to research the sales and marketing interface in business-to-business organisations. Currently, he is an Associate Professor in Sales & Marketing at the University of East Anglia and deliverer of both undergraduate and postgraduate modules in marketing strategy and international marketing. Ken has written a number of publications on improving the interface between sales and marketing functions in leading academic journals including; Industrial Marketing Management, Journal of Personal Selling and Sales Management, European Journal of Marketing and Journal of Business Research. He has also presented several keynote addresses to business leaders and academics across Europe. He co-edited and contributed to The Oxford Handbook of Strategic Sales and Sales Management, which focuses on the increasing importance of the sales function within the organisation to help them respond to the complexity of the modern market.