By Sudhir Kumar
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I’ve spoken about this in the past in my vlogs and blogs, but I can’t emphasize enough how the alignment of your sales and marketing teams is a must for any business. Now, I know your business will have set methods of working and any change is always met with resistance but this shouldn’t matter or influence the decision. If you have the option of understanding your customers better and increasing your efficiency and revenue, surely, it’s a no-brainer to align your sales and marketing teams, right?
Change your approach
Now if you’re still focused on quantity then the likely scenario will be that focused on filling your pipeline with X number of leads and your sales team will be focused on making X calls per day in a bid to convert those leads. This worked to a degree back in the day but times have evolved and so has the consumer. This tactic doesn’t focus on the quality of leads and marketing and sales are focused on their own individual goals, not to mention how this disruptive tactic can annoy prospects.
Stop the blame game
There has always been a battle between sales and marketing, which ultimately is around blaming each other for the failure of any ROI or conversions from all the marketing and sales activity. The blame game will notably come from having KPIs that are not aligned, short-term targets that don’t align with long-term objectives, no collaborative thinking, and approach to activity to name a few.
So, what’s the answer? Align your sales and marketing
Ditch the old school way of thinking and align your teams so they work together. Align their roles and goals so ROI becomes the key focus and responsibility for your whole business, not individual’s teams.
By aligning your sales and marketing you can shorten the sales cycle because they are both on the same page and working towards the same goal.
Sales can provide marketing with key insight into the market and customer, because who else is going to know them better than the people who engage with them daily. Marketing can then take this key insight and create and tailored content as part of a strategic approach that is focused on producing quality leads.
Where do you start?
Well before you do anything I’ve outlined a few steps for you to consider. I’ve said this a lot but before you go live with anything it’s fundamental you get the groundwork right and this is no different.
Create Tailored Content
Customers today do their research early in their buyer’s journey so it’s fundamental that the content that you push out is informative and educational, and that you nurture leads through all the stages of the sales funnel. Sales can give marketing the key insight and steer they need to create Go to the full article.
Source:: Business 2 Community