For an organization to wonder who owns a process (even a process that is a misnomer) reflects on the never-ending problems that organizations have – the silos. Look into your own organization, your customers, your vendors – and ‘dollar to a donut’ you will quickly find teams where ‘social’, ‘web’, ’email’, ‘events’, ‘sales’, ‘support’, ‘accounts’ …. are teams in different groups – with different objectives, goals and even reporting lines.
No wonder our customers are confused.
Silos exist because the ‘command and control’ mentality remains strong in the enterprise. Until that is broken, customer centricity will remain at best a veneer and at worst – organizational death.
As for social sales – to me – it is the same as it ever was, barring the intermediate 100 years or so while the sales process has been industrialized. It is not new – it is what sales should be but we just lost our way. Just as we are discovering that industrializing our food chain was maybe not the best idea, or that applying manufacturing processes to our children’s education was ill conceived, so too we are needing to relearn that selling is about relationships and adding value.