The Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) is a CMO Council strategic interest group that curates practitioner-based knowledge to empower, enlighten and enjoin functional marketing leaders in tandem with their counterparts in direct sales, field, branch office, and indirect channel organizations.
CLOSE was developed out of a need to assist, activate and engage the front line and demand chain on both a centralized and distributed intermediary level, in order to leverage resources, truly optimize performance, improve effectiveness and maximize business growth and pipeline potential.
The CMO Council is dedicated to providing information that empowers sales, aligns process and function with marketing, and amplifies the voice and influence of trusted sales agents with their customers. It believes marketing must actively assume the role of predisposed prospect identifier, sales cycle facilitor, conversion enabler, after-market value builder, revenue optimizer, as well as relationship, experience and retention architect.
Sales and marketing are under pressure to redefine their relationship to enable new customer-centric purchasing paths. This requires an entirely new way to collaborate across customer strategy and data, initiatives, technology, activities and metrics.
It is now critical for marketing and sales teams to integrate data and optimize touchpoints across the entire customer journey. They need to focus on finding the shortest, most efficient, profitable and satisfying path to transaction, repeat purchase and after-market experience.
Most sales and marketing organizations haven’t been able to pivot fast enough to the new digital buyer. This means they risk falling short of their revenue mandate. More than 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalized customer journey, according to a new CMO Council report, produced in partnership with KPMG LLP.