Here's how the traditional approach to marketing and sales works:
Step One. Get people to your website.
Step Two. Once people are on your website, get them to convert on a form.
Step Three. After they fill out a form, nurture them with emails and phone calls until they buy from you, unsubscribe, or even worse -- do absolutely nothing, forever.
Yes, I dramatically oversimplified the process, but stick with me for a minute.
Now that we laid out how traditional marketing and sales work, take a second and think about the way that you buy and behave as a consumer.
If you're anything like me, when you're thinking about buying something, I bet the last thing you want to do is fill out a form or talk to a sales rep.
You try to avoid those things at all costs. Because these days, we can find out just about everything we need to know before making a purchase, and many times, we can buy things or get the information we need without ever having to talk to sales at all.
But in our jobs in marketing and sales, we stick to those traditional methods. That's how we do marketing and sales every single day -- because that's how it's always been done. That's how everyone does it.
But there are already examples of companies that have broken the mold of traditional marketing and sales.
Companies like Slack, Buffer, Trello, MailChimp, Zapier, InVision, Shopify, Quip, and others. They let us buy things the way we want to buy them -- on our own time.
Want to try before you buy? Go for it.
Want to buy something without ever talking to sales? Great.
Have a question and need to talk to someone? Yep. You can do that, too.
As Shopify’s chief sales scientist Loren Padelford said about the future of sales: “Our job is to do what our customers want. Customers are in control of the sales process now. We need to customize to the customer process, not to the sales company process.”
Those modern businesses believe helping is the new selling. They believe that customer experience is the new marketing. And they've figured out how to have 1:1 conversations at scale.
We think that there are two paths forward for businesses from here:
1. They can stick to their guns, keep doing what everyone else has been doing, and wait for that threshold level to get higher.
2. They can follow the lead of those modern businesses and change the way they do marketing and sales to match the way that people actually want to interact with a business today.
And that's what we're talking about in this SlideShare -- the future of marketing and sales and why the current model is starting to break.