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Alignment between sales and marketing is a significant problem for many businesses. Despite having similar goals, a gap exists between the two departments, and this negatively impacts the efforts of both.
Bridging this gap is critical. B2B organizations with tightly aligned sales and marketing operations achieve 24 percent faster three-year revenue growth, and 27 percent faster three-year profit growth, according to SAP.
Here are seven secrets every marketers should know about their colleagues, which can lead to higher efficiency, improved ROI and better communication (and morale) overall.
This means that asking them to pass on their wisdom may not be effective, because they will skip over important bits that seem obvious to them, but are not to others.
Rather than try to force answers, marketers should learn by watching and listening. It is easier to learn from observation than from interrogation.
No marketing chief should make this mistake with salespeople and expect it to blow over. Set expectations you can meet, and then meet them.
arketing leaders should make a clear call and stick to their guns. The respect will follow.
Whether it’s because they don’t know their product well enough, they’ve been trained to be too empathetic, or they’re only focused on a performance-related bonus, the sales department’s dirty little secret is that their day is awash with lies. These lies may be to colleagues or emerge from the evasive tactics of prospects, but they are something every marketer should be aware of.
It’s your organization’s responsibility to create a culture of honest communication. It is much easier to get repeat business than it is to land new accounts. Focus on the long term.
What does an architect do? “She reinvents the very nature of what’s delivered and how it is delivered. She reimagines the inputs and outputs of the organization, as well as its story, to create an engine of revenue that grows while benefiting all sides.”
Understanding this idea can shape how marketing teams approach their work, make hires, and view their role within the organization.
It is the start of a downward spiral that can be hard to remedy. Typically over 50 percent of sales time is wasted on unproductive prospecting. Lost sales productivity and wasted marketing budget cost companies at least $1 trillion a year.
With leads, it is quality not quantity that matters. Rather than sending over a whole bunch of leads and walking away, marketers should work with sales to create a single definition for what constitutes a qualified lead.
Both sales and marketing teams should be invested in creating a high-quality pipeline.
With this in mind, marketers should consider keeping some of the best leads in reserve for the end of the month, when sales teams are closing in on their targets. You could end up being their most valuable player.
It can be easy to get swept up in inter-departmental divisions or rivalry, but a little empathy goes a long way. Everybody benefits when sales and marketing teams understand each other. Understanding leads to better communication and collaboration, which leads to higher conversion rates and more sales.
Ultimately, sales and marketing teams have the same goals, and these seven little secrets can make it easier to work towards them together. The fact that you slept with a blankie until you were 25? That you can keep to yourself.