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Sales Lead Management Association Radio

13
Nov 2019

If Marketing Owns the Pipeline is Management of the Sales Department Far Behind?

November 13, 2019

In recent years marketing has chipped away, usually unintentionally, at various steps of the sales pipeline to aid the salespeople. Most of this is made possible by marketing automation and telemarketing being managed by marketing. I respect, that the sales pipeline ownership has finally shifted from sales to marketing. Marketing in more sophisticated companies probably manages more than 50% of the pipeline steps now and to me, that means ownership has shifted.

In some instances, because marketing manages the telemarketing department, many sales functions are also done there under marketing's management. This started years ago. And of course, we have the on-line store, which marketing also manages.  

The sales pipeline, aka the sales funnel, is the long-standing measurement of the past, present, and future for a company. In the not too distant past marketing dumped demand into the beginning (top) of the pipeline and sales took responsibility for the rest of the process.

  • Marketing manages the CRM System, Marketing Automation, AI software, telemarketing, reporting and often the pipeline forecast.
  • Sales is responsible for closes, if it is needed.

Jim Obermayer is the host with the commentary this week.  

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