Chapter 3The Building Blocks of an Inbound Organization

An inbound organization creates competitive advantage in the age of buyer control by building relationships with employees, prospects, buyers, and partners and intentionally designs a personalized experience to help them reach their goals.

An inbound organization is guided by a philosophy, a set of core beliefs, and best practices that impact every person in every department to provide value and build trust with customers, partners, and anyone they touch.

An inbound organization leverages a centralized view of the customer to provide a personalized, proactive, and persona-based interaction that enhances the buyer's journey to create an extraordinary experience over the life of the relationship.

The concept of inbound was originally defined in 2007 in relation to the narrow discipline of marketing, recently expanding into sales and service.

Inbound is defined within specific disciplines:

  • Inbound marketing—attracting customers through creating and sharing content that is relevant and helpful, and not interrupting to build trust.
  • Inbound sales—a modern, buyer-centric form of sales where the seller prioritizes the buyer's needs ahead of their own. Inbound salespeople focus on the buyer's pain and context above all else, customizing ...

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