Gartner Research

4 Reasons Why B2B Marketers Must Partner With Sales for Successful Social Selling

Published: 20 March 2018

ID: G00347269

Analyst(s): Elizabeth Shaw


The idea that the sales organization is solely responsible for social selling in your organization is a faulty one. As more B2B organizations embrace social selling to drive and nurture leads, marketing leaders need to take proactive measures and be responsible for driving its success.

Table Of Contents


  • What Is Social Selling?
  • Sales Professionals Use Social Networks, but Are Not Social Marketing Experts
  • Top Benefits of Marketing and Sales Alignment in Social Selling
    • No. 1: Sales and Marketing Continue to Converge Under Marketing Leadership
    • No. 2: Sales Will Require Training and Assistance With Social Selling Tools
    • No. 3: Sales Will (Most Likely) Ask to Leverage Existing Tools or Request Budget Support for New Ones
    • No. 4: Sales Needs to Align Content to the Customer Buying Journey

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