page title icon Sales Enablement: What Does Sales Need From B2B Marketing?

B2B Digital Marketer
B2B Digital Marketer
Sales Enablement: What Does Sales Need From B2B Marketing?

Sales and marketing are like first cousins, if not brothers. Both need to be aligned in reaching the same goals.

You’ve heard of the phrase, “It’s a lot cheaper to retain customers than it is to acquire.” If you’re working in customer experience then you probably live and die by this credo. And although there is truth to that statement, you still need to acquire new customers. If you want to have growth, you need a robust sales and marketing engine that brings in new customers everyday. And that’s where sales enablement comes in. What exactly does sales need from B2B marketing?

Effective B2B digital marketers are aligned together with sales, and they both drive revenue to the organization. In order for you to be a successful marketer, you have to understand the sales perspective and know exactly what they need so the both of you can drive the results you are looking for.

In this episode, Joe English shares his experience in sales and gives us a perspective on how the sales process works and how marketing can provide the enablement that sales needs in order to drive those results.

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Joe English has a decades-long track record of success in sales leadership roles. As a team builder in technology firms spanning communication, manufacturing, hardware, software, and services, Joe has a great mix of experience in large corporate and SMB, including public, family, strategic investor, and PE-owned businesses.

Having spent many years building and developing sales teams at companies such as US West, IEX-Tekelec, Symon/RMG, and Emerson/Vertiv has allowed Joe to transition world-class processes and best practices to smaller growth firms to deliver exceptional results, both in top-line revenue and EBITDA.

Joe’s focus is to help organizations understand their value, develop their people, implement the right sales processes and know-how to manage it all moving forward.

Although he’s lived in a few other spots and traveled to many more, he’s a native Texan who attended Stephen F. Austin State University and The University of Florida, Warrington School of Business, respectively, for his bachelor and graduate programs.

Podcast Timestamps/Outline

01:00 – Introduction

02:24 – Joe’s background in Sales

06:25 – Sales & marketing in corporations vs. SMEs

09:24 – The importance of client/customer acquisition for growth

13:43 – Questions B2B Digital Marketers should be asking themselves right now

15:59 – B2B vs. B2C distinction

17:10 – Sales and marketing alignment

20:43 – Barriers to effective execution in sales and marketing

26:39 – The importance of the prospecting element

31:31 – Adjusting to new remote work arrangements

32:55 – How to be a disruptor

40:14 – Budget reallocation

43:48 – Connect with Joe English

Memorable Quotes

“Have an understanding of the other party [sales/marketing] so you can get information out of them to maximize and be as efficient as possible.”

“As a digital marketer, if you can make it simple, you are disrupting.”

“Sales is involved when it comes to the conversation. Marketing is there to create those conversations.”

“Leveraging social is paramount.”

Episode Links and Resources

360 Consulting website: 

Joe’s LinkedIn: 

Joe’s Twitter: 

Digital activity ROI assessment:

More episodes related to B2B marketing: 

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