What are some other examples of how marketing is more involved in Sales 2.0 processes?
Gschwandtner: Social media is going to change not only sales, but also marketing. I see marketing become the responsibility of literally everybody at the company. I think both sales and marketing need to collaborate and explore the potential of social media. The whole landscape is changing and we need to communicate better and become better customer engagers. You can often tell when a customer is shopping around by which Twitter feeds they’re following. You basically know who your competition is. Galvin: That becomes part of that digital persona or the raising of the bar in terms of sales requirements for intelligence and if there are new information sources about my customers that I don’t have access to I don’t know and therefore can’t leverage. DGR: For those companies that have not yet adopted Sales 2.0 tools or processes, what are some of the key metrics you suggest they focus on? Thompson: Conversion rates are king. As a marketer, how are you going to know how you’re effectively f
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