Ardath Albee is the best-selling author of eMarketing Strategies for the Complex Sales and Digital Relevance, and President of Marketing Interactions. (She’s also a member of the Romance Writers of America!) In today’s episode, Ardath discusses one of the key challenges for all organizations: how to maximize alignment between their marketing and sales efforts. Among the many topics we discuss are:
- The primary reason there is a disconnect between marketing and sales.
- Why the most important part of content marketing is engaging the potential buyer in a conversation.
- The importance of defining a storyline in the buying process.
- Why conversations are a series of questions and answers.