How a Buying Committee is Formed
Our initial findings indicate that in up to one third of all buying committee (blended and core) evaluations, the committee’s recommendations are not accepted by C-level executives spearheading the sales and marketing management services. We have noted a variety of methods utilized by C suite executives to influence and at times change, the recommendation outcomes. This “informal” effort to shape the buying committee’s decisions, or to simply ignore it, is not a new phenomenon.
Integrated Funnel ‘Smarketing at SYSPRO
The next interview conducted in this thought leadership series on sales and marketing alignment is with Kelly Kucera, VP Marketing at SYSPRO.
SYSPRO is a leading global Enterprise Resource Planning (ERP) software provider targeting key manufacturing and distribution industries.
Executing High Performance Demand Generation
I virtually sat down with Jeremy Collins, EVP Marketing at Azuga, as part of a continuing thought leadership initiative sponsored by InsideUp. Our discussion was focused on sales & marketing alignment and, coincidentally, Jeremy spent 11 years as a sales leader before he moved over to the marketing function 6 years ago.
We discussed his philosophy regarding the alignment of sales and marketing and its real-world implementation at Azuga.
Influencing Buying Committees With Thought Leadership
In a continuation of my interview (part of a study series sponsored by InsideUp on B2B IT buyers) with Genefa Murphy, CMO of Five9 and former CMO of Micro Focus, we discuss how thought leadership strategies can be fashioned into compelling content destined to be consumed by members of buying committees in their target accounts.
