Balancing the value of marketing against the cost of sales is a critical challenge many organizations face. As companies strive for growth, determining the optimal allocation of resources between marketing initiatives and sales efforts becomes essential. This balance not only affects the bottom line but also influences how effectively a company can attract and retain customers.
For B2B marketers, understanding this equilibrium is particularly valuable. Effective marketing can generate quality leads and nurture customer relationships, potentially reducing the reliance on costly sales tactics. On the other hand, investing heavily in sales without strong marketing support may lead to inefficiencies and missed opportunities. Striking the right balance can enhance ROI, improve customer acquisition, and drive sustainable growth.
In this episode of Inside The Box, we talk with Deva Rangarajan, an expert in sales and marketing strategy. We delve into how organizations can balance the value of marketing with the cost of sales, discussing practical strategies that B2B marketers can implement to optimize resource allocation and achieve better business outcomes.
About Deva Rangarajan
Deva Rangarajan is a distinguished authority in B2B sales strategy, digital transformation, and customer-centric innovation. As a prominent academic and industry consultant, he has dedicated his career to bridging the gap between sales theory and real-world application, enabling businesses to thrive in competitive markets.
Currently a professor and consultant, Deva’s insights stem from his extensive experience as the Director of Professional Selling and Sales Management Programs at globally renowned institutions, where he has led groundbreaking research in sales strategy, buyer psychology, and technology adoption in sales. His work equips companies with actionable strategies that enhance sales force effectiveness and foster a customer-first culture.
Deva is especially known for his contributions to sales enablement and digital sales transformation. His research and advisory work have been instrumental in helping organizations optimize their sales structures, integrate advanced analytics, and embrace AI for sustained revenue growth and customer engagement.
A highly sought-after speaker, Deva has delivered influential talks at industry conferences worldwide, where he shares his expertise on topics such as adaptive selling, sales force digitalization, and building agile sales ecosystems. Deva holds a Ph.D. in Marketing, which uniquely positions him to blend academic rigor with practical sales innovation, driving value for organizations globally.
