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Re-aligning Around the Empowered Buyer


By Adam Needles, Director, Field Marketing and B2B Marketing Evangelist, Silverpop


At no other time in the history of marketing and sales have we seen such substantial evolution in the B2B demand generation model. We are currently experiencing an explosion in the number and types of channels available to connect with B2B buyers. And, as a result, “white noise” is increasing as buyers are hit with more offers than ever before. In fact, SiriusDecisions recently reported that the number of marketing campaigns targeting buyers is up from an average of 15.4 campaigns per week in 2006 to an average of 20.3 campaigns per week in 2010. In response, buyers are taking control and pushing off engagement with sales teams until much later in the buying process.


This has significant implications for the organization of our marketing and sales activities. How must we respond? What should the marketing and sales organization of the future look like?


40 marketingtimes


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