Shifting focus from a single client to understanding the entire buying group and utilizing account related insights from the customer journey can significantly improve sales outcomes. Understanding the multitude of marketing touchpoints in a given account and further enhancing these touchpoints with Sales’ account knowledge increases the likelihood of converting lead into qualified sales opportunities by 4 times. Adding insights from Market Research to the equation further unlocks potential from yet unknown contacts.

In this presentation you will learn:

• IBM’s next iteration towards a data driven Marketing and Sales partnership
• How can companies shift focus from a single client to the entire buying group?
• What are the benefits?
• Marketing‘s & Sales# duties in this joint approach
• Ways of further expaning yet unknown contacts