How will social media ever deliver sales outcomes without tough work? That's at least why Jennings, a social media marketing company, and Coffman Group, a social media sales company, partnered to continue to work through marketing and sales integration without disturbing their proprietary method of delivering outcomes.

According to Casey Coffman, CEO of Coffman Group (www.coffmangroup.com), "No one with any intelligence will continue to buy this stuff (social media) without the resources to track sales conversions. We want the real ROI, not the one that marketers invented to continue their spending with CFOs. Valerie Jennings, CEO of Jennings (www.jenningspr.net), and I know with the right social media marketing and proprietary social media selling process, we will combine the best of both worlds," explained Coffman.

Jennings will reveal their proprietary method to B2B entrepreneurs and executives at Coffman Group's B2B Mastermind presentation on Wednesday, June 10, 2009. The two companies are working with social media via measurements and incorporating them into Jennings' process of creating a history of measuring social media outcomes. (Jennings Case Studies: www.jenningspr.net/casestudies.php)

However, there are skeptics and naysayers who argue that social media does not sell (BusinessWeek http://tinyurl.com/qb2pqu), but Jennings agrees with Christopher Kenton's blog post regarding social media and the cult of marketing ROI (http://tinyurl.com/czu46t) -- "...when you're in a competitive market that demands innovation, you have to get in the trenches to help innovation along, instead of just throwing up knee-jerk stop signs to every project that doesn't come with a business case tied up in a neat bow. It makes me think of a prehistoric fish in a receding inland sea saying to an amphibian 'so, what's the business case for legs?'"

Jennings is working with her staff with respect to clients who want to monetize their social media, marketing and sales -- the eventual problem-solution scenario to overcome these challenges.

"Right now, we are focusing social media marketing and sales tactics on two types of selling: influencers who sell their audiences via social media and those who buy," explained Jennings. "We are working on an abundance of online opportunities for the future of social media that includes Web video, blogging, social search, social media research and press releases, and interactive social media marketing."