A truly aligned sales and marketing force is much more valuable than the sum of its two parts.
Alignment between these complementary functions is proven to increase productivity and revenue for businesses.
By operating in independent silos, neither marketing professionals nor sales staff can reach their full potential.
Communication, accountability, and agreement on terminology and expectations are essential to weave these departments together and create a culture of teamwork and collaboration. It takes continuous engagement, which doesn’t come easy, but it’s worth it.
Let’s take a look at five simple methods to align your sales and marketing departments.
1. Meet with each other online and offline
Don’t let a week go by without your sales and marketing staffs communicating directly with each other. Marketing staffers attending sales meetings can, simply by listening, pick up on what marketing initiatives are working for sales staff and how new initiatives and content can be shaped.
With marketing input, sales staff will be up to date on the campaigns, content, and offers active or in the works in the marketing department.
Bolster these weekly meetings with ongoing digital group communication (email, slack) for follow-up between face-to-face meetings.
2. Document sales feedback to convert it into marketing collateral
The positives and negatives your sales staff hears from customers is critical feedback to inform effective marketing initiatives. Make sure there is a protocol in place for sales reps to formally share customer feedback across departments.
A simple shared cloud-based document is a fine solution - something people can quickly add to when they gather valuable customer input. This document will become a great catalyst for marketing brainstorms.
3. Keep sales staff informed on what’s brewing
The same cloud-based document system can be used to keep sales staff informed of what the company’s leads will be receiving in terms of content and promotions. Sales staff can open a marketing initiative document to find out the language of the promotion and the timing of its release to optimize their sales calls.
A document that tracks the leads generated from each initiative, as well as pre-crafted follow-up emails designed by marketing staff, are also effective tools to help sales staff manage their time and further their lead nurturing efforts.
4. Put all marketing assets in one accessible place
No matter what the format - whether it’s a print brochure, a digital content offer, or a social media ad campaign - it’s important for sales staff to have access to the full array of marketing collateral that the company has used or is using.
This will not only keep your sales team acquainted with the style and tone of your marketing initiatives, it will also give them access to distribute each piece to clients.
5. Make written agreements
Sales and marketing departments work more collaboratively when they are accountable to each other. Accountability depends on a mutual agreement on the stages of the company’s sales funnel, what constitutes a marketing qualified lead, what constitutes a sales-qualified lead, how many leads the marketing department should be producing in a given time frame, and how many deals the sales department should be closing in a given time frame.
When these things are in writing, both staffs will have a mutual understanding of what success looks like and where the strengths and areas of improvement lie.
Sales and marketing alignment not only creates employee harmony, but also enhances each department’s abilities. Use these practices to help these two departments come closer together for business success.
Thanks for stopping by,
Breezy Hill Marketing is a Vermont web design company specializing in marketing strategy, social media marketing, and building beautiful, optimized, and mobile responsive websites. We work with clients in Vermont and throughout the United States.