Executive Perspective: Confessions of a B2B Marketer

I’ve been a B2B marketer for a while, but that doesn’t mean I know everything about B2B marketing. In fact, as sales and marketing teams find themselves working more and more closely together — without the tensions that have plagued the salespeople and marketers of the past — I’ve come to a few realizations.

In B2B, the closer may be the sales person, but it’s the marketer who often nurtures a lead through the sales process — meaning that marketing and sales not only need each other, they depend on each other to close a deal. As much as we’d like to think we’re doing it all on our own, the reality is this: marketing is tied to sales, and sales is tied to marketing.

And with that, I have a few confessions to make. If you’re a B2B marketer, you may appreciate the realities reflected in the points below:

Confession 1. I wouldn’t have a job if my sales team couldn't close a deal.

Confession 2. I wouldn’t have a marketing team to create amazing content, videos, and campaigns if sales numbers were down.

Confession 3. If we don't meet our sales numbers this quarter, we might have to cut marketing budget, or even head count.

Confession 4. I need to create content that sales can truly use to move prospects from click to close.

Confession 5. I need to spend more time with my sales team.

But my biggest confession of all is something that I didn’t realize until very recently: that there is a big gap between my perception of marketing, and sales’ perception of marketing. It’s all fun and games when the numbers are going up and business is good. The reality hits when you get a hiccup and find yourself having to defend what you are doing.

Once I started thinking about my job as a marketer, and the fact that someone else (i.e. sales) is making sure I get a paycheck, my mind did a 360-spin. It may be June, but here are my new five resolutions as a B2B marketer, keeping in mind each of the confessions above:

Resolution 1. I will attend weekly sales meetings — not to present a marketing agenda, but to listen to their challenges.

Resolution 2. I will focus on sales enablement content, then track it to see which content is truly used by sales and which is a complete waste of time and resources.

Resolution 3. I will commit to only passing along high-quality leads to drive sales productivity.

Resolution 4. Every month, I will dig in and share at at least one customer story from click to close in order to understand the true buyer’s journey using marketing automation and CRM.

Resolution 5. My team’s goals will be aligned with sales’ goals.

These mid-year resolutions better reflect our goals as marketers. What others would you add to the list? Let us know in the comments!