Suzanne Frey, an executive at Alphabet, is a member of The Motley Fool’s board of directors. Robert Izquierdo has no position in any of the stocks mentioned. The Motley Fool owns shares of and recommends Alphabet (A shares), Alphabet (C shares), Apple, Starbucks, and Tesla and recommends the following options: short November 2020 $85 calls on Starbucks. The Motley Fool has a disclosure policy.
Beyond terms and process, one of the best ways brands can align both sales and marketing is through shared programs such as account-based marketing (ABM) and lead nurturing. In 2018, Salesforce Research found high-performing marketing organizations to be 1.5x more likely to use ABM methods, and 1.9x more likely to use lead nurturing than underperforming marketing organizations. They are “shared programs” since both marketing and sales should work together to create them. Marketing handles the technology and setup while sales pick the targets and help create the content. Sharing in the creation of the programs allows sales to feel ownership of the programs, increasing their use and overall effectiveness.
One is intellectual capital. Hospitals will need people who speak the language of the total market served, who are steeped in contemporary means of personal and commercial interaction, and who have a demonstrated ability to draw traffic and create a first-class consumer experience. These individuals need to be given sufficient position and authority to truly influence how a hospital interacts with all the people it touches.
Well, that all depends on how busy you’ve already been putting together the pieces of your course marketing plan. If you’re just getting started there’s is work to be done! However, if you have already started on putting pieces together such as building out a blog, creating a Facebook topic group, educating yourself on Facebook ads, and generally building a contact list and social following, then it’s just a matter of systematizing and optimizing your online course sales funnel.