In the tale as old as time, we know that marketing and sales communication is often fraught with roadblocks and finger pointing.
Marketing might feel like sales isn’t fully utilizing the content they create, and sales may feel feel like marketing isn’t creating the right kind of materials. According to Forrester’s 2017 report, the greatest culprits of sales and marketing misalignment include:
- Lack of accurate shared data
- Results measured by different metrics
- Communication processes are broken or flawed
- Lack of accountability on both sides
Most organizations understand the dysfunction, but may not know the solution. So, to fix communication gaps and process issues, many companies use Customer Relationship Management tools (CRMs) for sales, and Marketing Automation Platforms (MAPs) for marketing. And though these tools have done wonders for workflow productivity, their reach is still limited. Integrating a sales enablement platform can help take internal coordination to the next level. Here’s how.
Provide Easy Access to Marketing Collateral
In order for the sales process to be improved, marketing and sales must move away from siloed workflows. Teamwork is the name of the game.
A sales enablement platform allows the two departments to:
- Communicate easily
- Automate processes
- Refine strategies
More directly, a sales team can use the technology to search what pieces of content are available to them at the moment they need to answer buyer questions. If there are content gaps, marketing can jump in to create or refine material.
A sales enablement application allows users to easily scour large quantities of content by:
An organized content library reduces one-off content requests, improves accountability, and, eventually, measures content ROI.
Tie Your CRM and MAP Together
CRMs do a great job of recording communication between sales and buyers. They are also great for aggregating contact information and monitoring accounts. But, CRMs can’t tie a buyer’s behavior with marketing materials very well. Similarly, with a MAP, your marketing team can track how buyers are interacting with marketing materials, but only as they relate to the platform — like the success of landing pages, CTAs, or campaigns.
Combined, CRMs and MAPs contain the key for finding buyers. Unfortunately, these two systems rarely communicate with each other, which means, you’re leaving money on the table. By using a sales enablement platform your organization can tie two information-rich systems together giving both marketing and sales the data they need to make informative and strategic decisions to improve the sales and marketing process.
Strengthen Messaging for Smooth Buyer’s Journey
The goal of your marketing department is to create, distribute, and deliver content that will engage buyers. Your sales team needs to be strapped with knowledge and data for every moment of the buyer’s journey — from a lead to a closed deal. To provide your frontlines with intelligence, marketing needs to understand the buyer and nail the messaging. Marketers and sales should leverage a sales enablement app to track content metrics like:
- How many times a piece of content has been accessed
- How well received it is by the consumer
- If it’s being used correctly
- If the message can be adjusted at any point of the journey
These metrics can help your marketing team create more meaningful and usable content for a buyer.
Align KPIs for Teamwork
While sales and marketing may have a similar end goal, the path of getting to a customer conversion is measured differently. And, mismatched KPIs can cause communication and collaboration riffs.
By aligning sales and marketing KPIs, both departments can see themselves as part of the same team. One way to align KPIs is to use sales enablement technology to discover engagement analytics and then assign an ROI goal to the content.
In other words, marketing can see the how buyers interact with content, how a salesperson uses the content, and how content walks a buyer down the purchasing path. This insight can provide marketing and sales with data that supports how content drives revenue. Are you ready to align people, processes, and technology to drive sales success?
Schedule a time to chat, and learn what a sales enablement app can do for your marketing and sales alignment