As we embark on the year of customer experience, success and growth depends on nurturing a cohesive relationship between sales and marketing and developing trust between them to produce new business growth.
The alignment of your internal teams and departments, specifically sales and marketing, is absolutely vital to the success of your marketing efforts. No alignment equals very little to no ROI. Have fun explaining those zeros and negatives to the boss.
Historically, you could get away with separating the two departments but with the ever growing digital marketing channels...your marketing team but be directly in line with your sales team. More of your potential customers are leaning on social media messaging to find out product and service information than calling in so the team on the other end of your social media platform need to have a cohesive plan to get answers fast. On social media, “fast” means within the hour during business hours and within 24 hours on the weekend.
Sounds like all flowers and unicorns right? Getting sales and marketing aligned has been ranked more difficult than ever before. Here are some tips to create some alignment and for more details contact us about consulting...it’s kind of our thing.
Quality Time Together
Schedule regular weekly or bi-weekly meetings to exchange ideas, get on the same page on new campaigns and messaging and get feedback. Your sales team knows your customers better than any analytic report...use them. You can also use the time to set strategic plans for lead generation, target markets, and content repurposing. Get together upcoming industry and community events to attend as a team or group to develop the two teams as a whole.
Hire the Right People
You’ve got a quality, experienced candidate to fill a position...awesome but don’t forget to interview the candidate to fit your culture. Though a candidate may be perfect on paper, if they aren’t going to mesh well with your team...move on. Having said this, remember diversity in personalities is important! Try and get a thumb on the level of integrity, sense of loyalty, creativity and ambition a candidate possesses to help make your decision. A foundation of shared values goes a long way in creating a happy and productive organizational culture so be sure you are communicating these pillars.
Be a Share Bear
Sales and marketing need to share resources to be successful. Be sure to get the teams together to review your company’s relevant marketing materials, such as presentations, brochures, and mailers. Spend a little extra time to make sure the tone and voice accurately represent your company and your level of service. Put them all on an easily accessible drive or shared file so that they are available.
Run you content by the sales team. If you use blogs or publish them, assign some to the sales team to write or at the very least get some direct quotes to make the content feel more personal. Every marketing campaign should be communicated with the sales team so that all sales members can be adequately knowledgeable on the main talking points and other relevant details...the last thing you want is to run a promotion and not have it honored because of lack of knowledge from the team.
Look Beyond Analytics. Listen.
Strong analytics are vital to the success of each and every marketing campaign but the sales team has intimate knowledge of the people actually buying not just browsing; they know who will benefit from your product and services and they know who is buying. There isn’t an analytical report in the world that can tell you what the sales team can. By listening to your sales team, marketing can develop more finely tuned content and create a tone that is more in touch with your target audience. Your marketing team will also learn which marketing channels should be invested in and which ones can be put on the back burner.
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