Your marketing team does its work perfectly well, so as your sales team. But are you certain your marketing and sales team coordinate well with each other? To garner success in the business, there should be a marketing and sales alignment between these two teams. This is possible when you adhere to sales and marketing best practices.
There are several best practices that your marketing and sales teams can do, which is why we created this piece to discuss what these best practices are, from meeting regularly to simply having fun relating to each other. Moreover, if your sales and marketing teams need a sales funnel or a marketing strategy, various platforms will provide these for the business, such as ActiveCampaign.
We know you are just as thrilled as we are now that we’re going to get to know what these best practices are. Before anything else, here is what it means by sales and marketing alignment, which is an important concept to understand before learning the best practices.
Sales And Marketing Alignment Is A Must
Misalignment between the sales and marketing departments is very common. Companies with noticeable divisions and differences between their sales and marketing teams are never bound to succeed.
Both the marketing and sales teams have this same goal of driving sales and revenue, so it is very important to synchronize together. If the business wants to improve its performance, sales and marketing alignment must happen.
When the business’ marketing and sales teams are synced around a single revenue cycle, the marketing Return on investment is improved, alongside sales productivity and overall growth.
The Gap Between Teams
Every industry experiences issues with the silos between the sales and marketing teams. Silos refer to the company mindset wherein departments do not want to share information with each other in the same company. With misaligned sales and marketing teams, problems arise — for instance, when creating content.
According to data from the Content Marketing Institute, 60 to 70 percent of Business-to-Business or B2B content is never utilized since the subject topics are irrelevant to the audience. On the other hand, according to HubSpot, 79 percent of marketing leads do not convert because of failure to connect with consumers. However, this could be solved if both teams were on the same page.
With the alignment of your sales and marketing team, the revenue of the business increases, the sales cycle shortens, and conversion rates improve. Sales enablement is among the methods for aligning sales and marketing.
Sales enablement enables companies to provide a better experience for their customers and align their sales and marketing teams. Many industry leaders in sales and marketing have started to consider sales enablement as the new standard when doing business.
What Are The Components Of Sales And Marketing Alignment?
In order to produce a well-coordinated sales and marketing team, everything must be synchronized, like how synchronized swimmers perform. Everything must be in sync, including the goals, technology, roles, and systems.
- Aligning Goals. Marketing projects are usually long-term, with the goal of producing qualified leads. While marketers study metrics and increase brand awareness to get leads, salespeople meet quotas and solve problems for prospects. The sales team should know what the marketing team can do for them so that the business can make a sale.
- Aligning Roles. The sales and marketing teams indeed have different roles in the revenue generation process. While sales usually worries about meeting goals, marketing tends to believe they are the only ones who think strategically. Sales thinks about why marketing needs to generate their own leads, while the latter complains the former ignores what marketing generates. With the alignment of roles, both teams can remedy these gaps.
- Aligning Systems And Technology. Nowadays, sales and marketing teams utilize innovations to perform the business process well. The solutions that the sales and marketing teams use must also be in sync to connect and do marketing better with prospects.
10 Sales and Marketing Best Practices
Now that you have learned about sales and marketing alignment, a component relevant to sales and marketing best practices, let us head over to the best practices you must do in order to succeed.
1. Meet Regularly
For the sales and marketing teams to always stay connected, they must conduct regular meetings to avoid the gaps between these teams.
One of the practices they can do is conduct an onboarding sales and marketing meeting with each new person in the sales team.
Marketers should also be able to attend weekly sales meetings. These meetings with the sales team let the marketing team know how the sales team is doing with their goals. These meetings are great opportunities to share upcoming campaigns and offer support to each other when needed.
Then, having a monthly meeting with the sales managers will also help. Marketing and sales managers must meet monthly to evaluate results and share metrics on lead generation, lead-to-customer conversion rate, percent of leads worked, and more.
The sales department may also attend events together with the marketing department.
2. Create Email Alias Within The Team
This email alias will be sent to both the sales and marketing teams. With this email alias, teams can share important information with each other.
3. Designate A Content Creation Process
The sales reps usually are in coordination with the prospects of the company. The marketing team, not so. Make sure that you can set a process to gather the inputs.
There must be brainstorming sessions during weekly meetings wherein the sales will be asked what content they want to share with prospects to generate more leads.
Moreover, a shared document, for one, Google Docs, will help the sales team add ideas and references for content creation.
4. Coordinate Content Marketing Campaigns With Sales Teams
Marketers often promote new content and offers. Thus, it is ever important for the sales team to stay updated with these to know the offer their leads are receiving. To coordinate campaigns with sales, here are the practices.
First, include the promotions on a shared calendar, and be sure to invite the sales team to this calendar.
Second, ensure that the sales gets a copy of the email with the offer. Once the offer has been promoted and you start generating leads, the sales team must be informed of the following.
- Talking Points. Assume the salesperson hasn’t seen the offer yet. Ask yourself what main concepts must they know when coordinating with prospects. Talking points include business use cases, stats, and more.
- Lead Views. Also, be sure to include the list of the leads in the email to the sales so that they can take action. Your sales team may also get access to your customer relationship management or CRM.
- Quotes. To add flair to everything, your sales team may also get quotes they can use during their calls.
Third, establish follow-up email templates for the promotions. Offers are great ways to generate new leads and re-connect with old leads. Make sure to build email templates for the sales team to launch conversations. The email must be specific about this offer and how the company might help with the interest of the prospect.
5. Set Shared Goals Together
Goals involving the buying process, lead conversion rates, or buyer personas must be shared together. Beyond monthly meetings, your business can ensure success if the sales and marketing share their goals together. This is because their goals are usually different. Sales may be concerned with revenue, while marketing works on web traffic.
This is a good strategy to improve conversion rate and lead value, which both the teams can measure when your sales and marketing teams are connected with their goals.
6. Share Your Analysis And Reporting
Your sales and marketing teams, with their analysis and reporting, should also be in coordination. Keep the communication between the marketing and sales open, ensuring each team shares these insights. You’ll never know what you can come up with when your marketers and salespeople are in tune with this aspect.
7. Showcase The Expertise Of The Sales Team
Marketing teams are responsible for the promotion of the products and brand of the company to prospective customers. It’ll greatly help if marketing resources get leveraged to showcase the expertise of the sales team. There are various ways to do this.
You may write a blog post under the name of the salesperson. With this, you are able to help the salesperson establish credibility with the leads.
Getting the salesperson active on social media will also help the business succeed.
8. Listen To The Calls Of The Sales Team
Listening to the calls of the sales team will provide you with relevant information and help you step in the shoes of the sales to see how they present the business. This will also be your source of details when creating content or follow-up emails.
9. Organize Your Sales Enablement Resources In One Easy-T0-Access Location
Marketers work tirelessly to create sales enablement resources, from company overviews to brochures. It’s important for the sales team also to get access to these sales enablement resources. It should be in a location that the sales can easily access.
10. Beyond Everything, Keep Getting To Know Each Other And Have Fun
Finally, you may gather team members over celebrations, lunches, and outings so they can get to know each other better. In this way, they can be more comfortable working with each other.
Sales and Marketing Work Together
Without adhering to the best practices in sales and marketing, your marketing efforts and sales efforts will be put in vain.
Among the best ways to succeed in this aspect of your business is to seek help from businesses and platforms that will provide your business with a working sales funnel, marketing strategy, sales strategy, and the like.
You’ll never know how doing such will lead your business to unprecedented revenue growth, higher lead conversion rates, more effective team leaders, and a triumph that will be an inspiration for many companies in the industry.
Make sure you apply the sales and marketing best practices you learned above to enhance your sales and marketing strategy.