LinkedIn Sales Navigator overhaul smashes sales & marketing silos

LinkedIn has embarked on a major overhaul of is Sales Navigator software with a view to breaking down barriers between sales and marketing to help its sales teams evolve.

By unifying its systems LinkedIn aims to reduce inefficiencies and unnecessary complexity, creating a more nimble solution capable of accommodating a greater number of buyers involved in the purchase process.

Liam Halpin, head of LinkedIn sales solutions, EMEA, remarked: "The B2B sales process is more complex than ever, you need to work with multiple people within an organisation to get a deal over the line. These relationships require nurturing, not a hard sell. To do this effectively we need to break down the walls between sales and marketing, ensure relevant content is being shared with the right people and have a live and accurate picture of who is being targeted. Our latest updates make Sales Navigator more powerful than ever, enabling sales reps and teams to work more collaboratively and be more effective."

Five key updates have been announced as part of this plan, including integration of its sales navigator account and contact targeting to enable marketers to directly target accounts and leads being pursued by sales.

A new portal will integrate sales tools and a Dealbook feature will give sales managers a comprehensive overview of what lies in their teams pipelines, adding to a redesigned navigation bar that makes it easier to identify relevant leads and Data Validation – a tool capable of identifying customers or prospects who have left an account.

LinkedIn has already introduced a new audience network capable of letting marketers reach professionals on third-party platforms.

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John Glenday

John Glenday is responsible for compiling The Drum's daily morning bulletin and ensuring that overnight breaking news is covered while you're still brushing your teeth. Can also make a mean cup of tea.

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