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. Sales and marketing
misalignment breeds mistrust.
4

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.

21. REDEFINING B2B MARKETING & SALES:
THE MANIFESTO
Prospects are annoyed.
Our tactics need a refresh.
Our metrics are failing us.
Marketing and sales are misaligned.

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

23. 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.

24. 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.

25. 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.

26. 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?

27. 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.

28. 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?”

29. 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.

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

31. 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.

32. 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.

33. 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.

34. 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:

35. 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.

36. 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.

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