Overall topic: Why Sales Should Love Marketers Set-up: Many hotels still operate in a siloed environment where marketing and sales don't interact, and most don't realize the impact it has on the bottom line. 1. Can you explain what’s going here? Ie. 96% of what was sales is now marketing? 2. How is this impacting a hotel's revenue? 3. What are some tips you suggest to fix this problem? ATTENDEES: Connor DeLaney, IMPACT Cory Falter, Lure Agency
Welcome back to the InnSync Show! Cory Falter sits down with Connor Delaney from IMPACT to discuss why marketing and hotel sales need to be best friends, not distant relatives. This episode is packed with insights on breaking down the silos between sales and marketing to drive better business outcomes. Whether you're in hospitality or another industry, you’ll find valuable takeaways to help align your teams for success.
Key Segments & Timestamps:
[00:00:26] Introduction & Welcome Back
Cory welcomes Connor for round two on the InnSync Show, diving into why sales and marketing need to work together.
[00:01:00] The Siloed Relationship Between Sales & Marketing
Discussing the traditional separation of sales and marketing in hotels and why it's a costly mistake.
[00:02:09] The Changing Role of Marketing in Sales
Connor explains how marketing now covers up to 95% of the buyer’s journey, reshaping the sales process.
[00:04:30] The Evolution of the Buyer’s Journey
Buyers today are more informed than ever. Connor talks about how this shift impacts the sales approach.
[00:06:45] Eliminating Friction in the Buyer’s Journey
The dangers of withholding information from potential customers and how transparency can boost conversions.
[00:09:43] Opportunity Gaps & Revenue Loss
Connor explores how businesses lose revenue by not tracking key metrics and missing out on potential customers.
[00:13:15] Dark Social & Its Impact on Revenue
Discussing the hidden power of word-of-mouth and how it influences business decisions beyond traditional tracking.
[00:15:30] Tips for Independent Hotels to Compete with Big Brands
Connor shares actionable strategies for independent hotels to stand out, including leveraging social proof and aligning sales with marketing.
[00:24:00] The Importance of Meeting the Event Team
Why getting to know your event team early is crucial for a successful event planning experience.
[00:29:00] Making the Conversion Process Easy
How to create a seamless buying experience that helps potential clients make decisions quickly and confidently.
[00:33:00] Maximizing Event Space & Venue Collaboration
The value of collaborating with venue teams to maximize the event experience and avoid common pitfalls.
[00:36:00] What’s Next for Connor Delaney?
Connor shared an update on his new role and marathon training, as well as how to connect with him.
Summary: Cory and Connor break down why sales and marketing should work together to drive revenue. From understanding today’s buyer journey to the impact of dark social, this episode offers practical advice for hotels and other businesses. Tune in for tips on how to stand out, whether you're a big brand or an independent venue.
Ending: Thanks for watching the InnSync Show! Like, comment, and subscribe for more industry insights. Share this episode if you found it valuable. See you next time!