Sales Enablement Balances Data and Gut

If there is a gap between marketing and sales, it’s because people don’t understand sales are essential to marketing. Pam Didner accepts the premise. “Marketing, in a way, is selling, but selling comes in different forms,” she said. “Salespeople need to focus on understanding customers’ challenges and resolving them.” Didner is a technology marketing consultant, speaker and author. The business-to-business marketer specializes in sales and marketing alignment. She talked with Ivana Taylor and Iva Ignjatovic about sales enablement for easy selling and how small-business owners can implement it in their company. Ignjatovic is a marketing, strategy, leadership and business consultant…....