‘Who Really Owns Social Selling?’ by Jay Baer
Baer says, ““A-B-C. A: always, B: be, C: closing,” is the immortal advice Alec Baldwin’s character Blake imparts to a group of hapless salesmen in the movie Glengarry Glen Ross. This basic sales tenet has not changed much since, but the role of sales and marketing has definitely moved on (for the better).
Although many companies are taking social selling seriously these days and developing asolid social selling strategy, who within your organization actually owns it?
The obvious answer would be the sales team. They’re the ones selling. But the reality is that in many organizations, marketing is driving the initiative in terms of social techniques, where to prospect, and creating content that drives the conversation and engagement with potential buyers. In some cases, the marketing department is even funding the cost of the technology used by sales to do social selling”.
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