The sales and marketing nexus: B-to-B marketers are learning to "live" within the sales channel

Michael J. McDermott

This article explores the effort from B-to-B marketers in the sales channel by looking at the ways in which marketers can generate more leads and better understand sales.

Josh Derouin, director of demand generation at Johnson Controls, a global diversified technology company, has sat through his share of seminars focusing on how B-to-B sales and marketing can work together more effectively to generate higher quality leads. "The difficult part," he says, "is actually getting marketing tightly woven into the sales process."

Turf wars between sales and marketing are notorious within B-to-B brands and organizations, and lead generation ranks as a major headache among 68 percent of companies polled in a 2013 surveyby Lattice Engines and CSO Insights. However, a hypercompetitive and rapidly changing marketplace is forcing...

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