Of course, marketers control the lead generation budget and this contributes to sales, but does marketing really control the wealth goals of the company? Darryl Praill, CMO of VanillaSoft and host of the popular Inside Inside Sales podcast says, “it depends.”
They have the talent and the skills, Darryl says, but whether they have the will to use these is another matter. Ultimately, he says they are the builders of wealth, pound for pound when measured against the employee count of marketing versus that of sales.
This statement can also be said of other departments, says Darryl, but marketing sets the strategic direction of the company, produces the product specifications that customers need, and generates demand. Darryl, however, still puts a “but” into the interview when he cautions that not every marketer is using their talents and skills as well as their competitors.
About Darryl Praill
Darryl Praill, Chief Marketing Officer of VanillaSoft is a high-tech marketing executive with over 25 years’ experience spanning startups, re-starts, consolidations, acquisitions, divestments and IPO’s. He has been widely quoted in the media including television, press, and trade publications. He is a guest lecturer, public speaker, and radio personality and has been featured in numerous podcasts, case studies, and best-selling books.
Praill is a former recipient of the coveted Forty Under 40 Award, and has held senior executive roles in leading companies including Sybase, Cognos (now IBM), webPLAN (now Kinaxis), and CML Emergency Services (now AIRBUS).
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VanillaSoft, the industry’s most successful sales engagement platform, helps sales development teams engage over 15,000,000 contacts every month. Used standalone, or in combination with existing traditional CRM systems, VanillaSoft empowers sales reps to respond to new leads faster, interact with leads more consistently, across more channels, and generate more qualified sales opportunities. Globally, thousands of users employ VanillaSoft’s queue-based sales engine and intellective routing to implement sales cadence automation resulting in substantial gains in speed-to-lead, persistency, productivity, and revenue-per-rep. VanillaSoft is a privately held company headquartered in Plano, Texas, USA. To learn more, visit www.vanillasoft.com.