Who Owns the Pipeline? Marketing or Sales? – Matt Heinz on SLMA Live Radio
Traditionally, the pipeline has been called the sales pipeline and it has been owned by the salespeople. But is this a true statement today? With the advent of new marketing automation capabilities, and artificial intelligence applications, marketing is relentlessly inserting itself deeper into the pipeline at almost every level. To answer this question, we have gone to Matt Heinz, the expert’s expert on the pipeline question.
About Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 15 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways. Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty. Matt is a repeat winner of Top 50 Most Influential People in Sales Lead Management and Top 50 Sales & Marketing Influencers. And Matt is the host of Sales Pipeline Radio on the Funnel Radio Channel.
We are sales pipeline strategy people at heart – math marketers and sales strategists who embrace revenue responsibility. We know that what really matters is sales pipeline, closing business and accelerating revenue. Our proven methodology delivers real B2B results based on buyer insights, market-driven best practices, and rapid feedback loop to improve and sustain the results you see. Heinz Marketing’s proven, buyer-centric demand generation programs take into account the unique nature of your business, customers and industry – applying proven best practices to create a repeatable, scalable engine of qualified opportunities and long-term pipeline. Our approach covers strategy, design and execution – including online and offline efforts that align buyer intent with your sales process to increase both immediate and long-term conversion yield.
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