What Marketing Can Learn from Sales featuring Patrice Greene

Welcome to this edition of Modern Marketing Point of View. Today we hear from the dazzling Patrice Greene, President of Inverta. Patrice joins us to discuss what’s changing in the world of marketing, what’s working in content, and what marketing can learn from sales. While before they might have been exclusively focused on inbound or traditional demand generation, now “they’re starting to look at additional marketing strategies to support an organizational growth strategy,” she says. “More and more research is being done on our buyers,” Patrice says. “Let’s work together to identify what our buyer really needs,” she says. “As opposed to marketing’s role be solely about enabling sales or passing leads over the proverbial MQL line.” Again, Patrice argues that collaboration is everything. As it currently stands, she often sees sales executing their playbook, while “marketing has been on the other side of the fence, executing campaigns in a way that is disconnected from what’s sitting within a sales playbook.” When marketing starts tightly harmonizing their actions and messaging with sales, they become much more effective. As an added bonus, we asked Patrice to take part in some fun, marketing-inspired word association. To view this video please consider upgrading to a web browser that supports HTML5 Video We’d love to hear what’s working (or not working) for you in your marketing efforts.