the access to online information you describe has accelerated dramatically with the advent of web 2.0. moreover, the information prospects that are receiving is not static – it’s a dynamic, constantly growing pool including data from far more sources, especially peer input. new social networking tools have created an explosion of consumers and businesspeople sharing questions, opinions and expertise. sales and marketing professionals face a much better informed marketplace, with resulting pressure on everything from purchase cycle to margins.

however, fear of these challenges can obscure the enormous opportunity that exists. sure, prospective customers know far more about you – but you, in turn, can benefit from access to information about them! marketing as a discipline is undergoing a radical shift from message creation and distribution to interactivity and engagement. it’s no coincidence that those qualities are the mark of a superior salesperson. from that perspective, the ‘smarketing’ coinage is highly appropriate.

as marketers transition from a broadcasting mentality to one focused on instigating and participating in customer conversations, we by necessity evolve from paint-by-number virtuosos to real artists, skilled in engaging with the world around us to bring our work to life. the customer knowledge that comes from this transition will serve, in many cases, as the additional qualification our sales teams require. another benefit of marketers behaving more like salespeople will be a lowering of the barriers between the disciplines.

the access to online information you describe has accelerated dramatically with the advent of web 2.0. moreover, the information prospects that are receiving is not static – it’s a dynamic, constantly growing pool including data from far more sources, especially peer input. new social networking tools have created an explosion of consumers and businesspeople sharing questions, opinions and expertise. sales and marketing professionals face a much better informed marketplace, with resulting pressure on everything from purchase cycle to margins.

however, fear of these challenges can obscure the enormous opportunity that exists. sure, prospective customers know far more about you – but you, in turn, can benefit from access to information about them! marketing as a discipline is undergoing a radical shift from message creation and distribution to interactivity and engagement. it’s no coincidence that those qualities are the mark of a superior salesperson. from that perspective, the ‘smarketing’ coinage is highly appropriate.

as marketers transition from a broadcasting mentality to one focused on instigating and participating in customer conversations, we by necessity evolve from paint-by-number virtuosos to real artists, skilled in engaging with the world around us to bring our work to life. the customer knowledge that comes from this transition will serve, in many cases, as the additional qualification our sales teams require. another benefit of marketers behaving more like salespeople will be a lowering of the barriers between the disciplines.

the access to online information you describe has accelerated dramatically with the advent of web 2.0. moreover, the information prospects that are receiving is not static – it’s a dynamic, constantly growing pool including data from far more sources, especially peer input. new social networking tools have created an explosion of consumers and businesspeople sharing questions, opinions and expertise. sales and marketing professionals face a much better informed marketplace, with resulting pressure on everything from purchase cycle to margins.

however, fear of these challenges can obscure the enormous opportunity that exists. sure, prospective customers know far more about you – but you, in turn, can benefit from access to information about them! marketing as a discipline is undergoing a radical shift from message creation and distribution to interactivity and engagement. it’s no coincidence that those qualities are the mark of a superior salesperson. from that perspective, the ‘smarketing’ coinage is highly appropriate.

as marketers transition from a broadcasting mentality to one focused on instigating and participating in customer conversations, we by necessity evolve from paint-by-number virtuosos to real artists, skilled in engaging with the world around us to bring our work to life. the customer knowledge that comes from this transition will serve, in many cases, as the additional qualification our sales teams require. another benefit of marketers behaving more like salespeople will be a lowering of the barriers between the disciplines.