Editor's Note: This post was originally published on the LeadG2 blog.
Most managers and sellers have experienced this:
- A seller is moving a new business prospect through the sales process.
- All signs are positive.
- The prospect goes silent, and will not respond to email, phone calls, letters, or stop-ins.
- The seller goes to his/her manager and asks for advice.
- The manager spends time listening to the seller, conducting diagnostic work, and providing advice to the seller (what to do to restart the stalled sale).
On the surface, this sounds like a good system, but in reality, it is not. Here’s why:
- Managers work with multiple sellers—doing this for many sellers takes up a great deal of time and is often redundant (same problem… same solution).
- Sellers might not have easy or timely access to their managers—this delays the sales process and allows the sale to get further off track.
I recently attended a session at a conference that centered around incorporating authenticity into account-based marketing, also known as ABM. If you are not familiar with ABM, it’s simply a strategic approach to focus an organization's B2B sales and marketing efforts on a defined group of high-potential targets instead of everyone, in an effort to create more personalized messaging and content to increase engagement. 
Recently, I sat on a panel about sales and marketing, and during the presentation, another fellow panelist said, 'Email is dead! Social media is where to reach your people!' Well... I laughed (internally, of course)... but was he right? Surely not. 
We hope you've had a great week! It's Friday, and today we're sharing what we've been reading online this week! Here are our "best" from around the web.
We hope you've had a great week! It's Friday, and today we're sharing what we've been reading online this week! Here are our "best" from around the web.
