It's hard to believe that a good combination of sales and marketing means a good bottom line. According to Salesforce's third annual state sales report, 88% of high-performance actors have sales and marketing teams that share their common goals/matrices, only 61 percent of the underperformers say they have the same. In addition, 82 percent of high-quality organizations have a standard process for collaboration with sales and marketing teams. Only 57 percent are unexpectedly the same.
Coordinating the sales and marketing team is such a common concern that there is almost a conference here. The question is how to actually align the team. We have caught up with some experts, experienced marketers and sales professionals who share some tips on how to accomplish this.
The marketing campaign has been promoted
Sales repository must be in full view of their brand and what touch points already exists so that they can give a possible personal experience to prospective buyers, Lina Jaldanis, Senior Vice President for Product Marketing for Salesforce Sales Cloud, said,
In addition, sales representatives should understand the details of the offers and campaigns that are discussed. "To do this for sales parties, the marketing team will have to enable sales staff with correct information," he said.
Having a central place to understand customers
Marketing and sales teams will benefit from a single or central location to see if buyers are in the buying process. "By staying in one traveler's place," Zaledonis said, "The marketing team can better understand how leadership and potential are the response to the content and sales communication. This transparency will accelerate the communication speed between the teams, and the sales members get the best-qualified leaders and focus on the customer journey. Focused will allow more time to spend. "
In small shops, take advantage of sharing tools
What about the archives a company has and a marketing person? Calton de Vos, a marketing expert in the resolution technology solutions, keeps this reality alive. A Marketing Group of Reliable Technology Solutions (D Vos) and a salesperson who works together for leading creations, qualify them, reaches a potential level, and eventually works together, ideally, together. "We do this by sharing documents and equipment collaboration," said Day Voice. "I will add background information to our expectations including contact details, size, and art and what their pain points seem to like. Whether it is good to know whether to follow the sales expectations and where they found our value, more marketing tools Services for optimization. "
They also help create content to create informative and valuable content that does not provide too much detail so that it becomes a sales conversation. These two people have a live chat plugin on their website which is managed by marketing to provide high-level information to viewers. When they indicate that they are interested in pursuing a service, the visitor has access to a duplicate conversation which is connected with sales. "We can regularly confirm that we are using the same language and our messaging, potential profiling and equipment are integrated for success," said V. Vos. By offering websites such as eBook marketing, free consultation and checklists enter into the CRM team for direct sale.
Accept the importance of everything, even renewal
More information sharing in marketing and sales, good. There are some sales teams that may think new ones are not important. But the data that can help their vendors to get better and help them to get hit after them, according to Bayern Bank, vice president of product marketing at SAP, "If we do not get renewal, then this means that people are not happy with this product, and it is a leading index of sales. As a salesperson, you begin to understand how much value there is knowing how the product is being used."
Banks have said that its team has completed this in a one-week meeting of sales, marketing, and other important departments. In the past, there would be a marketing meeting, a sales meeting, and once in a quarter, where there will be a business review where the tone is generally: Sales blame sales and blame marketing. "Now we have a meeting every Friday, and there are marketing, sales, renewal, people, and everyone has theirs about what is happening," the bank said. "It's unusual. It does not call a sales forecast, even though we call it. It's really a business forecast."
The sinner reports that the generated generates produce
Global job executive vice president Tony Kabhadas and MediaWeel International Sales Department chief, if working well in marketing and sales together and showing hard numbers. The marketing team can create fields that they hear from the field, the content that they think needs the field. It can be a content marketing, video, PDF, presentations. But the reaction comes from the sale of the content as a disorder. Marketing does not know what resonates. Selling does not really deliver a good analysis of how marketing content works. "There is nothing to be quantitative anywhere," said Kavadas.
Instead, the marketing and sales teams will be able to report reports and which content will determine best practices. Why did this slide get 10 seconds per second? What piece of content to see? This effective information can help improve the marketing of goods and ultimately lend to sales teams. "Before the silos," said Kavadas. "Marketing will create content and sales will be presented in a PowerPoint. But once they have handed it a disconnect."
Manage mini interviews
Stresi Caprio, a founder of Accelerated Growth Marketing, is one of the most effective ways of marketing for sales division, there are mini-interviews with individual members of the sales team. It will learn the language of the marketers to talk to the customer, their pain points, and their favorite parts of the product or services will help. "There are information on marketing at this time," Capri said, "They can target new customers to their language and marketing materials and include it in ads."
Cooperation in hosted events
Mark Bealin, a managing partner in search lab Chicago, said that its company's marketing and sales teams are "better off sharing" events and better through their collaboration. Marketing team members are skilled in providing material for events. They usually talk to and speak to groups in their offices in Chicago or nearby seminars. "The events show the depth and breadth of our skills and our skills," Bailey said. "It is easy to reorganize the content from this event into marketing elements, which we can use later."
Meanwhile, participating teams benefit the sales team from coordination. "They invite highly satisfied clients as potential clients to hear the presentation," Bealin said. "The happy client becomes the ambassador of our agency and the potential clients of the services we provide to assist the vendor team."
The experience of hosting (in the presence of) has been particularly helpful in the events, said Baylein. "We have found that in our office the prospective clients are interacting with our team, the best way to facilitate the sale," he added. We invite partners in the same way, but generally non-competitive industries for panel discussions. Partners become a potential referral resource for the sales team and provide more relevant discussions for participants. "As a result, our fun experience and continuity among our sales and marketing departments is a fun experience," Bailyn said.
Take it on the street
Emily Larkin, a marketing coordinator for the Obelili, helps her team create an event that allows sales and marketing to "succeed together". The group started hosting for lunch and learning this year. They call for recruitment and current potential for events with targeted marketing for the given region. From there, they plan to communicate, and, depending on the person's location in the trap, they will determine how they want to customize their experience. Learn more about lunch and lunch. "Marketing applications will be ready to increase attendance in advance, and the sales team goes one by one," Larkin said. "From there, we have unique streams and encouragement from the person's experience."
They also make an annual conference called "Like Marketing", with a lot of mission to combine the goals of these two divisions; This is especially for B2B companies. "It approves a place for such an important presentation and discussion of cooperation," said Larkin, "and we aim to have a proper representation of both marketing and sales to achieve the target."
A blog in a novel and successful stories
According to Chief CEO Sophie Miles of Calculator, the same directory, sales, and marketing department will have to develop a shared culture and speak the same language. "A blog," he said, "it is a powerful tool that makes it easy to make and easy to collect and share valuable information. Sales staff can access these sources templates, case studies, success references and technical/commercial articles, Good work will help them at different stages of the selling process so that there is a possibility to be sure. "
Increasingly motivation for sharing will be helpful in publishing and publishing company values. Miles block the boundaries of your company's blogs and constitute content through problems, industry fields or solutions. Marketing departments can access these success stories easily and can begin and share them at the beginning of the sales process to create an interest to stop an interview for the seller. Sellers can share these success stories and reduce risk apprehensions to sell at the most advanced level in the closest commercial process to the end of the sale, showing that other similar customers are already on the road and have been successful.