What should marketing be working with sales on?
A client recently asked me this question and it reinforced the philosophy that I’ve been preaching for years – our easiest marketing wins are probably sitting in our sales pipelines.
Consequently, we (marketing folks) should be asking this question all the time.
Here is how I answered the question.
10 ways marketing should be helping sales.
- Sales collateral – Sales teams constantly get the “send me something” objection. Marketing teams are full of creatives. We should be giving sales some amazing sales collateral that can bust through a prospect’s resistance.
- Sales automation – Sales folks, are typical dynamos, full of energy and reactive to any hint of demand in the market. But, try to get them to sit down and strategically plan and program a campaign in a software tool – forget about it. Marketing is great at designing and executing campaigns. Help sales get that pipeline pumping out inquiries with automated campaigns.
- Buyer personas – Marketing uses personas to guide their designs and campaigns. Personas can also be a great tool to help sales better understand their prospects’ perspectives and as a result, create more effective sales scripts and dialogues.
- Lead nurturing campaigns – Like sales automation, you want marketing, not sales creating these campaign experiences. If you’re going to do email marketing, we should be starting with the leads in your sales team’s CRM. Get those people re-engaged with your sales team.
- Drip email campaigns – Again, why would you saddle sales with something that marketing does all the time – writing email campaigns. The only caveat I would mention here is that you, as a marketing team, need to learn the art of micro-copy and writing emails that look like personal, quick hits sent by a salesperson. Drip emails are meant to sound personal, not flowing prose and beautiful design.
- Developing lead scoring – Focus and cutting through the noise inherent in sales is always a problem. Marketing often adds to this mess by pushing high volumes of marginally qualified ‘tire kicker’ leads. We can help sales sort through this and improve the perception of our product – sales-ready leads – by developing and implementing a lead scoring system.
- Marketing the sales team expertise – I think this is an overlooked opportunity. So often our sales teams are stacked with experts. Our sales rockstars are leading experts in the industry, solutions, and markets. We need to build awareness of these highly talented people. We need to showcase how working with them can make our prospective clients better, even before the sale closes. Help them to improve their Linkedin profiles, build a portfolio of decks on Slideshare, create a Youtube channel, or become a power blogger.
- Create collaborative KPIs – Nothing pulls teams together like shared goals and objectives. Look for opportunities to create common or dependent KPIs between marketing and sales.
- Analyze and manage together – Get together to share and discuss your respective reporting. Often our lagging metrics can be boosted by the other team’s efforts or expertise.
- Mashup cultures – Look for opportunities to work and play together. People work harder for and with people they like. Find ways to get the teams personally committed to each other at the individual level.
What did I miss? What would you add?