Demand Generation and Sales Partnership Excellence

The winner in this category is US Bank for their Wholesale Analytics - Sales Enablement work. 

US Bank transformed its revenue-driving processes by focusing on client relationships and collaboration with specialists. Their strategy involved providing sales teams with insights on client creditworthiness, targeted training, and regular collaboration to build trust, leading to impressive results. Judges praised the initiative for its thoughtful design and execution, noting the significant impact of moving data insights closer to the front lines and the campaign's clear process and measurable business impact.

Watch their video to discover more!

US Bank’s Wholesale Analytics - Sales Enablement initiative, recognized for empowering sales teams with actionable client insights and collaboration, exemplifies the value of integrating digital and human selling—a strategy supported by Gartner research. 

Download our report to:

  • Understand why a hybrid selling approach is critical to client success
  • Discover valuable attributes of digital and human selling to drive profitable purchasing decisions
  • Learn how to integrate digital and human interactions to close high-quality deals
  • Uncover actions CMOs can take to deliver a unified buyer experience that improves deal quality and aligns with your B2B marketing strategy

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    Q&A with Gartner Experts on Demand Generation and Sales Partnership

    Gartner experts address common and pressing questions about demand generation and sales partnership that are most relevant to chief marketing officers. Read through to navigate this ever-evolving landscape effectively.

    The key is to maintain open communication, align on shared goals, and leverage technology to support these initiatives effectively. CMOs should drive internal collaboration and coordination with Sales teams by focusing on the small set of commercial activities actually correlated with stronger commercial outcomes (e.g., buyer journey mapping, sales enablement, digital commerce management).

    CMOs and marketing leaders should lean on multiple coping mechanisms to deal with cross-functional collaboration drag. Common efforts to provide aligned goals, enable autonomy, and improve governance aren't working. Collaboration drag is best addressed through how marketing works internally - focusing on workflow and change management as well as talent development. This can include activities like mapping cross-functional workflows and on-the-job learning programs that directly impact day-to-day work execution.

    CMOs should work closely with sales leaders to incorporate sales insights into customer journey maps and demand generation messaging and content. They should create content that addresses the needs of various stakeholders within buying groups, and ensure that content supports the key tasks that buying groups must complete together across the buying journey.

    B2B CMOs must build a structured customer advocacy program that encourages satisfied customers to share their positive experiences. They can partner with account management teams to identify growth opportunities within existing accounts and track metrics like product usage and customer satisfaction, as well as signals of changing business needs such as new leadership or strategic initiatives. Then, CMOs should partner with account teams on cross-sell/ upsell strategies supported by digital content and campaigns.