In the B2B industry, generally speaking, marketing is responsible for leads and sales is responsible for closing deals. B2C companies, on the other hand, are traditionally more transactional, meaning that marketing often closes deals (especially in the online retail world). In the B2C realm, it’s very obvious who marketing’s real customer is: the people swiping their credit cards.
In B2B, this isn’t entirely the case. In most scenarios, there is more than one person involved in the buying cycle — not to mention the months of follow-ups, RFPs, demos, and marketing communications before a check finally comes in the door. Traditionally, B2B marketers aren’t a part of the sales process, so when a deal closes, sales gets credit for closing it whilemarketing struggles to justify how they played a part in the deal. It can be frustrating for marketers when they don’t get any credit for deals that close after months and months of work, even when the leads are marketing-generated. It’s a hard pill to swallow, and frankly, quite detrimental for marketing departments that are expected to turn leads into dollars with the snap of their fingers.