Marketing say: Sellers are not well prepared and that is why they do not sell, they are not reaching their quota and that is why they do not give me more budget for Marketing!
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Those of Sales say: Those of Marketing do nothing, it is necessary that more people know the services of the company!
Does this happen in your company?
It is an eternal fight and the result is a split decision. The rounds must end.
The relationship between both areas has to stop being stormy.
If both teams manage to open their lines of communication and realize how important each one is to their respective successes, the perfect union will be created for the growth of the company.
How to do it? The Inbound Marketing and Inbound Selling are parts of a single process of the new business model that developed thousands of companies worldwide.
THE MARKETING ROLE MUST GO BEYOND JUST POSITIONING THE BRAND.
In Mexico, the metric that determines whether a Marketing department is effective is commonly positioning, an indicator that is often difficult to quantify.
59% of marketing executives admit that they do not have a formal agreement with sellers that determines responsibilities ”- LinkedIn and HubSpot study
If your marketing budget is more than 1% of your income, it is fair and necessary that those efforts are translated into a monetary return for the company.
THE NEW MARKETING METRIC: QUALIFIED LEADS
The marketing department must not only have a concrete objective to drive the strategy, it must also ensure that the objective is aligned with the commercial team.
In the following image we show you a recommended flow.
They must worry - and take care - of generating positioning to capture the attention of the audience and get them interested in what the brand offers.
In the first instance, it should not necessarily be for their products or services, it is enough for them to be interested in the information that the brand is offering them and little by little they will fall in love until they are ready to buy.
The first moments after converting leads are critical to maintaining relationships with your leads.
You must make immediate contact to begin to establish that relationship, facilitate the maturation process, and create the environment of success for the salesperson when they make contact.
Something you should consider is that not all leads are ready to reach the commercial area immediately, since they need to reach a minimum level of quality that can only be reached with a good Marketing strategy focused on generating value.
Which implies not always talking about your brand, but about the needs and problems that the user wants to solve, which takes them to a certain level of action.
Below we share other tips that will help you have a better integration between both areas to enhance your results.
ADJUST YOUR MARKETING TO YOUR SALES
The Marketing team should think of the commercial team as another customer base, and try to tailor its materials to that internal audience.
In other words, the marketing team should not only focus on customers and prospects, but also on the sales team.
It is your responsibility to arm the commercial arm with content that they can use to mature and close leads, and give them updates that help the commercial team meet its quota.
SALES: INVITE MARKETERS TO SIT DOWN DURING CALLS
Since members of the marketing team are often not on the front lines of the battle talking to customers and prospects, it is easier for them to disconnect from the core questions and issues that prospects are having.
To understand what prospects are struggling with, marketing must be the shadow of salespeople, especially during calls.
Doing so will help the team determine what content to create to support the commercial team members.
Regularly convene customer-focused alignment meetings
Another way to get both areas to think as a team is to have those two groups meet and interact in person.
Regular meetings will foster communication and collaboration, and help managers improve their performance.
The size of your teams will determine the frequency and duration of the meetings, but regardless, the meetings should include discussions of recent results and upcoming activities.
Communicate, celebrate and signal the achievement (or lack of fulfillment) of those numerical goals.
Communicating how each team is doing on the path to its goals maintains transparency.
Mentioning when either team is not achieving their goals confirms their importance, and celebrating when they do keeps them motivated.
Reach an agreement between the two teams on what the responsibilities are between them.
THE FINAL STEP
The final step requires reviewing the metrics on a weekly basis to monitor your growth.
Make sure both areas have access to team reports: this maintains transparency and accountability, as well as allowing adjustments to be made and teams congratulating each other on the undeniable results.
Once you've agreed on the metrics, all you have to do is keep the lines of communication open between the Sales and Marketing teams and make sure they help each other to become more and more effective as time goes on.