What are some of your favorite pairings? Some of mine are peanut butter and jelly, movies and popcorn and Hans Solo and Chewbacca. My most favorite pairing EVER is sales and marketing. I know I’m biased. I am a Digital Marketing Consultant after all, and I’m also a salesperson. I’ve seen firsthand the magic that can happen when marketing shares insights with sales and sales shares details with marketing. Below are my top tips to team up sales and marketing.
Arm your sales team with data on their prospects and accounts.
If you are a good marketer, you are the good kind of creepy. You know a lot about your marketing lists. You know who is clicking and opening emails, and you know who is filling out web forms. You might even be tracking their page views and applying scores to visitors. But are you sharing this with your sales team? If you are, does your sales team know what to do with the data you give them? Have an open, honest conversation with your sales team on how they would like to view the data. Would they like to see anyone that clicked on an email in the last week or contacts that visited a specific webpage? Arm them with the data they need to have more meaningful conversations.
Give a little information, get a lot of value.
Marketing needs information back from sales in order to be able to make informed decisions and determine if their campaigns are producing revenue. If sales can enter in the source campaign on their opportunities and leads then marketing can tell which tradeshows, ads and emails produced high quality leads and which did not. They also can show ROI all from one field being entered.
You get what you give.
With anything, you will get out what you put in. With technology, especially databases, having a clear idea of what is a marketing qualified lead vs. a sales qualified lead will help your team know how to work the data. Customize your system to make the data easy to use and to have clear indicators when a lead moves from marketing qualified to sales qualified to avoid internal confusion.
The above tips can be supported by using many different technology platforms and methods. If you want to review your options for your sales and marketing teams contact us at 800-880-1960 or firstname.lastname@example.org.