Excerpt from the book Social Marketing to the Business Customer, by Paul Gillin
Social marketing also shifts more responsibility for managing the leads up in the funnel. "A lot of the sales cycle has moved
back into marketing," observes Jeff Ogden, a technology marketing veteran who now runs Find New Customers, a lead generation consultancy. He notes that the sales organization has traditionally played an important educational role in customer engagements, but "now prospects look up information online and avoid contact with salespeople." Marketing is using the department that curates the information. If you buy Ogden's premise, marketers should be growing their budgets at the expense of sales departments."
Is your marketing budget growing at the expense of the sales budget? Marketo is a good example of wildly successful company who did so. They spend 90 centa on marketing for every dollar spent on sales.
Jeff Ogden is President of Find New Customers "Lead Generation Made Simple" Find New Customers helps companies rapidly grow revenue by transforming how they find, engage and win new customers. Follow Jeff on Twitter or download the free white paper on lead generation.