The Dynamic Duo: Why Sales and Marketing Need to Work Together
Despite the fact that sales and marketing departments are on the same team, they’re not always the best of friends. In fact, a survey from 2011 found that 87% of the terms used by marketing and sales teams to describe each other are negative, while a more recent LeanData survey showed that “51% of marketers are not satisfied with the level of communication between the teams and 53% of sales professionals are not pleased with marketing’s support.”
Holy Waste of Energy, Batman!
This longstanding rivalry is more than just being able to easily determine sides for your organization’s annual softball game; it could potentially slow your business’ growth. But when working together, this dynamic duo has the power to decrease costs, increase metrics, and create more concise lifecycles so you can support your potential clients’ needs.
Additionally, Aberdeen found that “highly aligned organizations achieved an average of 32% annual revenue growth — while less well-aligned companies reported an average 7% decline in revenue.” Other research shows:
“B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth and 27% faster three-year profit growth.” – SiriusDecisions
“Organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates and 38% higher sales win rates.” – MarketingProfs
Simply put, your sales and marketing teams need to work together. But how exactly can you get these two departments to go from rivals to besties? You first have to get them on the same page.
Come on Robin, to the Bat Cave! There’s not a moment to lose!
One of the most common hurdles that marketing teams face and regularly overcome is the creation of compelling and original content for their target audience. That’s when working with your sales team can be an asset.
Because your sales team is frequently communicating with customers, marketers can use those comments and feedback to develop more relevant and timely content, such as guides that describe how customers can get the most out of your product.
For example, if you’re an online clothing retailer and your sales team discovers that a major pain point for your customers is having difficulty determining their size and how to exchange items, then you could share that info with your marketing department so they could create compelling blog posts like “5 Quick Ways to Determine Your Shoe Size” or “How You Can Exchange Your Purchase With Just One Click.”
Share information to personalize emails
If you want to deliver an out-of-this-world customer experience, then you need to really know your customers, such as their demographics, behaviours, hobbies, and the challenges they face. You also need to talk to them on their terms in order to completely understand where they’re coming from. Thankfully, because we live in this wonderful age of connected tech, we have all of this data to do exactly that. And guess what? It’s in the hands of your marketing team.
Marketing does the initial research to get to know your target audience. It also begins generating content that is relevant to every stage of the selling process. However, your sales team dives deeper and gets to interact one on one with customers and guide them along their journey. Doing so allows sales to personalize the entire customer experience — specifically personalized emails.
Instead of sending the same email to your entire audience, you can send the right message to the right person at the right time. This strengthens the relationship between you and your customers, and it increases conversions.
Systematize lead scoring
It’s necessary for marketing and sales to have an ongoing conversation regarding lead conversion — specifically what’s working, what’s not, and why it’s either working or not. The reason is that creating and converting MQLs to SQLs is a constantly evolving target, and both teams need to have one system in place for scoring and evaluating leads in order to understand their potential and how you’re going to engage them in a timely and relevant manner.
Develop buyer personas
Because they know who’s buying and why your sales team is on the front line of your organization. Marketing, on the other hand, understands your industry and who should be targeted. This means that the best buyer personas are determined by a fusion of marketing research and insights from your actual customers.
Your sales team can provide insights and generalizations about the leads they’ve been interacting with while your marketing team is conducting research that can inform more broader insights. Despite these differences, both teams are ultimately focused on engaging the same prospects and need to be aligned on decisions and pricing.
Together, both teams should develop comprehensive buyer personas so they can effectively target your ideal customer, increase acquisition, and generate targeted ads and pitches.
Establish and maintain your organization’s culture
Your strategy isn’t as effective when sales and marketing aren’t getting along. Remember, even though they’re on two different teams, they ultimately have the same goals, such as working to grow the company, spread more brand awareness, and increase revenue.
Here’s an example using a customer who initially read an email newsletter or social media post that was lighthearted and a bit quirky. A couple days later, they received a sales call that carried a drastically different tone and personality — this person was serious and pushy. Not only is the customer confused, it’s off-putting and can prevent them from moving further down the sales funnel. In other words, when sales and marketing aren’t on the same page, it creates a divided office and fragmented brand image.
In order to encourage collaboration and camaraderie among these two teams, schedule regular meetings, create standard processes and agree on mutually beneficial goals.
Over to you…
Clearly, when sales and marketing work as a dynamic duo, they pack a bigger punch and stand a better chance of success.
How have you gotten your sales and marketing teams to work together? Contact us to find out how Hunt & Hawk can help you pack a big PUNCH!