Conclusion
Whether or not you think the chief collaboration officer will emerge as a new role or not, it is evident that collaboration within and outside the organisation is of paramount importance for marketing leaders today.
Excelling at customer experience means listening to customers and understanding their mid to long term needs. Taking a structured approach to soliciting feedback and new ideas will help the business take steps which will ensure customer advocacy leading to long term contracts and revenue growth.
It is encouraging that the traditional functional silos between sales and marketing are beginning to break down, with both teams integrating more and marketing assisting with insights which are driving board-level decisions.
We know that for many IT consultancies, enterprise software and systems integration firms, it is becoming increasingly important for salespeople to lead with intelligent industry discussion rather than leading with product differentiators and use cases which must be easily accessible online. To build a case and champion your solution within their organisations, buyers want to introduce credible vendors who will impress the buying committee by understanding the changing dynamics of the industry, whether it be the impact of Covid19, new regulation, technology or changes in consumer habit and what the implications are for the industry and their business.
By involving buyers in thought leadership programmes and virtual events, CMOs are uncovering market intelligence and insights which facilitate credible conversations for salespeople with both existing and new accounts. At the same time buyers who participate in these programmes enjoy the immersive experience and are open to exploring new ideas and solutions as part of the discussion.
Thank you to all the participants in this programme for taking an interview, we hope the contributions of your peers have been of interest with one or two new takeaway ideas.
If you would like to find out more about Network Sunday’s thought leadership-led ABM programmes, and how they are helping clients generate pipeline and revenue, please take a look at our solutions page.