As a B2B marketing manager, you hear the rumors, see the articles, and generally get the idea that Sales hates you. You’re either not getting them enough leads, the leads are not good enough, or even some combination of both. It can make even the most grounded marketer feel like Rocky in the first half of any of his fights! In reality this couldn’t be further from the truth. Sales loves you – they’re just too proud to admit it!
So how do you know Sales appreciates what you do? They meet their quotas. They have regular appointments booked with potential customers that fit their sales “Sweet Spot”. They even find themselves closing more deals, faster. If your sales reports and marketing metrics confirm this, your sales reps don’t really mean that you’re not doing a good job. What they really mean is that they want you to do more of it because it makes their job easier. How? A better qualified marketing lead will bring a prospective customer more than half way through the decision process before Sales even picks up the phone.
So what can you do as a modern B2B marketing manager? Develop a thick skin. Understand that Sales reps are born with a distinctive personality that, although it may come across as abrasive and unappreciative, are actually really great people. Work with the Director of Sales and make sure the leads you send their way are quality revenue-generating opportunities. Do this, and eventually there will be nothing left to complain about. In fact, as one of my colleagues stated the other day, “you’ll never have to buy lunch again”.