The primary role of marketing in B2B companies used to be supporting the selling effort by creating collateral materials, lead generation programs, managing trade show participation, nurturing potential buyers and occasional brand building events.
Since a few years marketing has expanded its’ role into sales enablement which is a strategic continuous process feeding the salesmen, sales reps and pre-sales engineers with information and knowledge allowing valuable conversations with customers an potential customers with the to create interest and move the sales opportunities forward.
Without this sales enablement your sales staff is lagging the competition as they have to gather themselves all this useful and interesting information which is less efficient and time wasting. By organizing this centrally by marketing the process is more effective and opportune.
Do you have sales enablement organized by marketing ?