Marketers love the thrill of the chase. We pursue prospects with reckless abandon. MQLs are B2B digital hunting trophies.
But when marketers catch prospects, the game’s over. They quickly forget about these newly-minted customers….because prospects are sexier.
It shouldn’t be this way.
Prospects shouldn’t be engaged separately by sales, marketing, and customer success. The three groups should be working together to attract, capture, and serve customers.
John McTigue argues that silos create friction, which drives customer unhappiness and churn.
He believes a unified approach is a win for B2B companies and customers.