There is no doubt that the world is changing faster than ever before. There is also no doubt that sales and marketing are not keeping up with the changes in consumer expectations. Sales is operating in much the same way as it has been since the industrial age. Marketing is adopting new technologies but failing to keep up with consumer expectations for more meaningful engagement and positive impact on society.
Companies will find success by understanding who they are, building a culture, a purpose and a movement while unabashedly standing for something. The most effective marketing will be doing something worth talking about.
Sales should be replaced by community builders, evangelists and connectors who will focus on making their community better at what they want to be. The company will become not just a place of commerce but a hub of learning and social impact.
In this talk, delivered at the B2B Marketing and Strategy conference in Bogota, Colombia, I discuss the changes in customer expectations for sales and marketing and how companies can react to those changes.