Your marketing strategy is the soil in which your company grows. Your sales team is the farmer planting seeds--leads, prospects, and, eventually, customers. Your company’s growth relies on both the environment preparing the seeds to grow and your team gathering seeds and planting them in your garden.
The goal of both sales and marketing is company growth, achieved through closing more sales. Marketing strategy exists to enable sales. Learn how to create a sales and marketing alliance that benefits everyone and grows your revenue.
The Point of Marketing is Sales
As obvious as it sounds, sometimes the point of marketing gets lost. Marketing teams can be laser-focused on executing strategies, updating product information sheets, and strategizing for the highest Key Performance Indicators (KPIs).
Sometimes it seems like the point of marketing is reaching the most people and creating marketing results.
Though those are great KPIs to have, the end goal of marketing strategies is always top-line growth.
Reasons to Align Marketing and Sales Efforts
Sales and marketing exist in a symbiotic relationship. Marketing prepares the way for sales through brand awareness, product updates, and content for sales scripts. The role of sales teams in your marketing strategy is tactical implementation. Marketing and sales are more effective when their energies are aligned in the same direction.
Here’s how your sales team informs and strengthens your marketing strategy:
- Real-time prospect reactions to products during sales presentations
- Nuanced customer feedback undetectable through surveys or buying patterns
- Personal engagement with your base
Why marketing teams should give sales support
In order to do their best work as the face-to-face representation of your brand, your sales team must have:
- The most current product information in a single location
- A reliable and integrated CRM
- Sales collateral specific to each persona your brand targets
- Feedback from marketing on what is working in online sales
- Product preferences and market research broken down by geographic and demographic segmentation
How to Use Sales Support to Boost Revenue
When your sales team understands the newest features, knows that information is up to date, and has constant access to sales enablement materials, they will they will be armed with a full arsenal of tools and knowledge needed to approach new prospects and push harder to close deals.
Here are the ways to get your sales and marketing teams on the same page and grow your top-line revenue.
Use a CRM
Marketing expert Neil Patel suggests you combine marketing and sales data with a CRM to grow your revenue. While it’s true CRMs like Salesforce will likely integrate your data and create smart data insights, that’s only one part of the marketing and sales environment. A successful marketing and sales collaboration turns that data into responsive marketing collateral, customer-specific sales pitches, and teams that are prepared and synchronized.
Encourage Open Communication
Whether your team is using a custom sales enablement platform to host crucial sales conversations or meeting weekly on a Skype call, you are responsible for how communication happens.
Lay the ground rules so that sales and marketing can communicate vital information. Start by using these tips from leadership and management authority Peter Economy:
- Nothing is off limits: Keeping propriety in mind, talking about your mistakes and your out- of-the-box ideas will free up your sales and marketing teams to openly discuss their blunders or successes.
- Break the ice: Try hosting company mixers or getting your teams out of their usual routines with other ways of building relationships. Better relationships among your team members will naturally open up the conversations.
- Incentivize team members who speak up: Consider their ideas, praise their courage to say something, or let your team take turns leading the discussions so they know that you value their feedback.
Create a Symbiotic Sales-Marketing Relationship
Use sales enablement platforms tailored to the nuances of your company to foster the right environment for better communication and data integration.
Your products need to be marketed and they need sales teams to meet clients where they are and close those deals. The best way to do this is to provide a single location for all of your marketing data, sales feedback, and intra-company communication.
Sales enablement apps are a critical part of your marketing strategy as they allow you to:
- Send out one product update to your entire company
- Create a hub for marketing collateral
- Gather real-time customer data
- Perform analysis of marketing and sales data and synthesize results for improvements in both areas
Understanding the role of sales enablement is key in your marketing strategy. The best way to grow your revenue is to integrate your sales and marketing teams in a single location--a sales enablement app.