Can you replace bad sales people with great marketing?

Content from the nowcomms.com: the B2B marketing company for tech busineses in education, sports, security & ID.
See the full story here Can you replace bad sales people with great marketing?

This week, as we were deep in the midst of one of these sparkly presentations that B2B marketers tend to do for large clients, one particularly hard nosed business person in our audience piped up with an idea: “Couldn’t all of this analytics driven, demand generation stuff actually help us single out bad salespeople and shunt them out the door?” they asked.

This isn’t what usually happens. Usually when we set about explaining how awesome content marketing and really intelligent web analytics can generate demand and nurture leads, the whole science bit gets a round of applause. Business leaders see it as the demand generator that separates the wheat from the chaff. It highlights “explore stage” prospects or even  “ready to buy” punters. Sales people see this as the prospect production line that means they’ll never need to make another cold call.