I’m going to need your help with this post. For me, one thing was clear about the Sales 2.0 Conference: to get better results, the Marketing & Sales teams need to operate like a single team. Nevertheless, “Sales 2.0” sounds like it’s still all about Sales, and not about Marketing (see my previous post). How can we make sure that both marketing and sales adopt Sales 2.0 as their own?
My take: it’s the name, so let’s replace Sales 2.0!
I first wanted to blame the inventors of the term “Sales 2.0”: Genius.com. But you can’t blame a thought leader for choosing a bad name when they’ve done such a great job advancing state-of-the-art selling techniques!
And even more important, they proposed a great alternative in a yesterday’s blog post: “Buying 2.0”. It reflects the current consensus that sales reps cannot control the sales process anymore. The buyer is in control.
I thought I found another alternative in “Smarketing”. Unfortunately the “S” is for smart, and not for sales (and I couldn’t find out who first coined this term).
Anna Talerico (ion interactive) calls it the great ’sales & marketing mashup’. Not bad, and we get rid of the omnipresent 2.0 suffix.
But maybe we – as marketers – just need to bite the bullet and accept that “everybody is in sales” and consider ourselves sales people. As Eloqua’s Steve Wood mentions in his book: “marketing must be involved until much later in the buying cycle, as most buyers will only want to engage with sales when they are much closer to being ready to purchase”. So maybe we should stick with the Sales 2.0 moniker.
The best alternative I could come up with was “Markesales 2.0”, not a great option either (I TM’ed it just in case).
So let’s make this a group project:
How do you think we should call the new Marketing & Sales mashup?