Sales and Marketing work cheek-by-jowl.
Sales and Marketing are delineated by fences – Marketing generates, tosses to Sales, Sales qualifies, creates the opportunity/converts, closes the deal.
Marketing and Sales work in tandem, from beginning to end. Sales informs Marketing, Marketing propels Sales.
ROI becomes an organisation’s endeavour rather than a departmentalised effort.
Aligning the two departments – what’s wrong and what rights the wrong:
- The customer’s problem is the priority, not your internal Sales and Marketing scraps.
In fact, both heads should chill together and play for the same side.
- Content is the medium that can nudge prospects further down the sales funnel.
It has to be so strategic that when Sales enters the scene, the prospect is mesmerised enough to hand over their money. Or something on those lines.
- Marketing is pivotal in expanding Sale’s process by deploying educational and impactful content.
Sales must play a role in content creation.
- Quality trumps quantity
It’s not about how many leads. It’s about how many qualified leads. Do they match the buyer persona?
- According to marketer Jeremy Boudinet, 25% leads are cinched through inbound, and 1.5% directly through sales (i.e. without marketing’s help).
Erm. Do the math??
- Marketing impels ROI but suffers with budgets.
It galvanises or influences sales, and must prove so with proper KPIs like ‘deal influenced’ or ‘deal sourced.’
- Appreciate each other’s challenges and purview.
Oftentimes Sales doesn’t acknowledge Marketing’s ambit, and the latter can’t grasp the former’s situational difficulties. The result: energy tense enough to rope-walk across.
- Marketing & Sales can’t be aligned because they are the same team.
The only aligning is aligning with the customer.
In a capsule:
Marketing: expands verticals (quantitative leads) → links ad spends to conversions (qualitative leads) → Sales: management inclined to established brand name (qualitative effort) → qualifying approach (sales skill)