Emilio Garcia traces how sales teams stuck with cold calls while marketing moved to email and social media over two decades. Now sales is finally catching up, using LinkedIn and digital channels to match marketing's playbook.
Now, prospecting, again, typically in the past used to be done mostly by sales, right? So a salesperson is either crafting quotes and having conversations with qualified buyers, but when they don't have any, they will prospect, right? They will start reaching out one by one asking, You know, are you interested in my business? And it used to be that the channels that they would use were very different from the channels that digital marketing would use. That's why I'm kind of like matching this conversation here is, is not that marketing and sales has for the longest time been using different channels. It's just that at least in the last 20 years, marketing is starting to rely on digital channels and sales didn't, didn't start it at the same time. It wasn't as quick, or at least not as excited about the, these areas in most companies. So the sales teams typically would use more traditional channels, but not anymore. Now they do those efforts on the same digital channels that marketing uses, right? Email, LinkedIn, other social media networks. So in this case, sales uses a very different approach.
