Many organizations struggle with internal strife due to siloed teams or positions. Marketing and sales are frequent combatants, a situation that is particularly unfortunate as sales enablement works best when it’s the responsibility and purview of both teams. Although sales enablement is often perceived as marketing-led, the fact is that while the sales team needs the resources marketing provides, the marketing team also needs feedback and context from sales in order to source the most effective and useful leads. The two roles certainly do depend on one another, but if the communication is lacking, this interdependence can breed frustration for both divisions. Without proper synergy, the sales team will be uninformed about the company’s marketing campaigns, and the marketing team won’t know what actually helps the sales team close deals. Any disconnect between the two leads all too easily to finger-pointing, with marketing saying sales isn’t closing enough deals and sales blaming marketing for low-quality leads.
This age-old problem was only exacerbated by the novel coronavirus pandemic. In remote environments, with most team members working from home, communication issues were certainly not limited to sales and marketing, but many organizations have found that the past year has been especially difficult for those two divisions. Additionally, businesses were required to execute their growth plans while being distributed.
About the Participant
isolved is a vendor in the human capital management (HCM) software market. Founded in 1986, isolved is well established in the human resources (HR) field as a provider of comprehensive workforce management solutions for small- to medium-sized businesses. The company offers a wide variety of tools designed to help its clients transform the employee experience, including platforms for benefit services, talent management, engagement management, and HR and payroll. isolved leverages both direct technology and service sales and a robust partner network to deliver its solutions, enabling the company to pair its cutting-edge cloud-based technology offerings with strong service provider relationships.
isolved is headquartered in Charlotte, NC and has grown significantly in the last few years: the company now employs more than 1,300 people. In addition to its own substantial workforce, isolved serves some five million employees through the more than 145,000 employers it counts among its clients. With this impressive growth has come considerable changes, including the appointment of a new chief executive officer, Mark Duffell, in March 2020 to bring even more velocity to the business. isolved also brought on Chief Marketing and Strategy Officer James Norwood just six months later.
3Sixty Insights spoke with Vice President of Marketing Lina Tonk and Director of Brand and Content Amberly Dressler about how isolved successfully navigated the pandemic while planning and executing on rapid growth plans and completing a re-brand.
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