Here’s a big question for you: Do you believe B2B marketing and sales can be better? If your answer is, “Yes!“, then we have a charge for you.

1. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Welcome to all the
B2B marketing and
sales professionals
who are tired of
having your efforts
dismissed or deleted
by your prospects
and customers.

2. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Welcome to all the
B2B marketing and
sales professionals
who are sick of
crossing your fingers
and hoping a spray-
and-pray tactic
earns even a hint of
engagement.

3. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Welcome to all the
B2B marketing and
sales professionals
who want to find
better ways to
collaborate across
the sales-and-
marketing-chasm for
the greater good of
the business.

4. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Welcome to all the
B2B marketing and
sales professionals
who are ready for
a much-needed
change.

5. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
You are exactly who
we’re looking for.

6. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
You know as well as
we do how badly
B2B marketing and
sales need a major
overhaul.

7. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
How do we know?

8. 1
Our prospects
are annoyed.

9. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Our buyers’ guard is
up. Their fingers are
on the delete button.
This bombardment,
this spamming,
this day in, day
out annoyance,
comes from many
directions.

10. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Email.
InMail.
Calling.
Direct mail.
Texting.
Banner ads.
Social ads.
Buyers deserve
better.

11. The approach to every
sales and marketing
channel has become
take – not give – first.
2

12. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
It’s always:
“Did you get my last
email?”
“I was calling to let you
know of my company’s
elevator pitch.”
“You don’t know my
brand, but want to
wear our logo t-shirt?”

13. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Instead of:
“What would
be meaningful
for you?”

14. 3
A manufactured
metric has created
a monster.

15. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Marketers, we
created a false god
(that sales pros
don’t believe in) and
have worshipped it
for years: the MQL.

16. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
The vast majority of
the time, the MQL is a
waste of time.
Yet when marketers’
goal is to get more
MQLs, is it any
wonder why we cast
a wider net and send,
send, send?

17. 4
Sales and marketing
misalignment breeds
mistrust.

18. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Marketers:
Sales people think
you’re from another
planet, working toward
a different goal.

19. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Sales pros:
Marketers feel like
you speak a foreign
language and that you
don’t appreciate their
efforts.

20. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
The worst part?
This deep-rooted
misalignment
is hurting your
prospects, too.
Prospects are
annoyed. Our tactics
need a refresh. Our
metrics are failing us.
Marketing and sales
are misaligned.

21. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
But, hold on.

22. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
There is hope. This is
not the end game.
We can do better –
for our business, our
buyers, and for B2B
sales and marketing
as a profession.

23. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
How do we turn
this around?
It starts with
committing to a
better approach,
one that is possible,
one where we flip
the script on what’s
not working.

24. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Flipping the script
on those cold, hard
truths about the
state of marketing
and sales starts here:
Sales and marketing
can’t be take first.
What we do has to be
give first.

25. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
We have to start
showing our
prospects that we
care about them
as living, breathing
people – not
personas.
We know that people
buy from people they
like.
Would you like you
based on the way you
sell and market?

26. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
If we commit to a
give-first approach to
sales and marketing,
then we earn what’s
most valuable to our
business:
Trust.

27. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Trust with our
prospects and
customers, and also
among ourselves.
The give-first
approach can bridge
the divide between
sales and marketing,
starting with a simple
question: “What do
you care about?”

28. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
What matters to your
business is what sales
and marketing should
be measuring success
against – as one team.
Thatcreatesalignment.
That creates trust.

29. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
And give-first
doesn’t stop there.
We also have to give
to the future.

30. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
It might feel weird
to say it, but we’re
more powerful—more
influential—than
we realize. If change
happens, it’s because
we voice the need for
it and then take action
and inspire others.

31. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
We’ve got to think
about our planet.
Sustainability needs
to be a common
thread woven into the
way we do business.

32. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
We need to give to
the next generation
of leaders by
volunteering our
time and skills to
mentor them.

33. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
And we have to give
back to society. We
need to use our power
as sales and marketing
leaders to lift up those
around us.
It’s all possible:

34. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
More trusting prospects.
Happier customers.
Greater synergy between
sales and marketing.
Stronger business results.
Better world around us
and future waiting for us.

35. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
If you believe you can
play a role in creating
this reality, we hope
you’ll join us.
A new era for B2B
marketing and
sales is here.

36. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Join the Alyce
movement, and
let’s change B2B
relationship-
building and revenue
generation for the
better.