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Estimated reading time: 3 minute(s)

Is your sales team using marketing communications and resources to their highest potential? And do your marketing pros understand what sales want — and need — to identify and generate leads? The most successful companies nurture a symbiotic relationship between these critical departments. 

The salesforce has a valuable perspective when it comes to marketing. After all, they’re the ones who are interacting with prospects on a regular basis. Now, ask yourself: when was the last time these two sat down for a meeting to discuss strategy? How often do they share insights and adjust the course of action? A sales-marketing relationship can be supported and improved through a few indispensable tactics.

Collaborate on Content Strategies

Educational content such as whitepapers, case studies, video, newsletters and blogs can directly impact a purchasing decision, especially in the professional services and B2B space where a complex issue or process may need to be dispelled.  

Sales teams have a constant pulse on what the audience needs and wants, while marketing has the expertise to communicate that information in a way that incites action. A collaborative approach between departments is essential for successful lead generation. Together, teams should determine the most appropriate topics, distribution channel, call-to-action and follow-through. Once initiated, data should be shared to determine next steps and hone the approach.

Block Out Business Development Time

Your marketing and sales teams might interact on a day-to-day basis, but are they having coordinated and productive conversations to support the company’s goals? Regularly scheduled meetings should provide an opportunity to check on progress, exchange ideas and adjust campaigns if necessary. In essence, committing to regular meetings creates accountability and transparency between the teams.

Share Analytics that Support Mutual Goals

Another important way sales and marketing can support each other is through sharing data insights and analytics. Marketing professionals might share intelligence gathered during the qualification stage, ranging from demographics to engagement level, to provide better insight into what an audience’s unique interests and challenges are. In turn, the sales team might share information regarding revenue generated and customer lifetime value to improve campaign distribution and targeting in the future. 

Align Marketing Efforts with Sales Cycle

Every industry has a different sales cycle, and it’s imperative marketing efforts are in tune. Messaging and delivery need to evolve in order to effectively funnel a prospect through a sales funnel. Sales and marketing teams need to discuss the buyer’s journey, needs and state of mind at key points in the cycle, and then collaborate on the most effective approach to generate leads throughout the cycle.

Give and Receive Feedback

Part of a productive professional relationship is giving and receiving constructive feedback — and effectively implementing it. Sharing realistic perspectives and experiences is an effective way to problem-solve and improve performance on both sides.

Synergistic relationships between sales and marketing professionals can take a company’s communications from subpar to superb. Enlisting an experienced marketing firm can lay the foundation to forge a long-lasting and strategically oriented partnership to reflect how amazing your brand really is.

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