This post was written by Stefan Tornquist, Vice President of Research for Econsultancy. Stefan was recently featured in our Without Infrastructure, You Can’t Be Social ebook.
Recently, I got to hear a candid anecdote from a leader at a B2B equipment manufacturer that’s growing quickly and has sales teams flung across the world. The last few years have seen their product set change massively, and it has moved them to a hybrid service model, which confounded their system for attributing sales and commissions. That’s sacred territory and a real problem.
She described several efforts between sales, marketing, and finance to fix things, but no solution captured the nuances important to the players. But a coincidence cut the knot: the implementation of a new internal social infrastructure. (more…)