People know that sales and marketing go hand-in-hand, but those who work one of the two jobs know that there are many differences between them.
Sales and marketing strive toward the same goal: increase revenue. As we have mentioned before, marketing is now following the customer further throughout the sales cycle, leading to more overlap of marketing and sales processes. This overlap means that both teams will have to communicate to make the process as efficient as possible, and there are many strategies each team can utilize to create a symbiotic relationship amongst them.
Bring in prospects through marketing
The marketing team’s goal is to increase sales, just like the sales team, but both teams use different means to reach those ends. To try a loose metaphor, if you’re on a fishing trip, marketing is the bait on the hook and sales is the net that scoops the fish out of the water and into the boat.
This dynamic becomes different when you work for a marketing agency, however. While the marketing team is working for multiple clients, the sales team is focused on gaining clients for the agency.
Quality online and print content
Salespeople can use great marketing pieces as a way to sway prospects or direct them to the company website. For instance, the design and content team will collaborate to make a quality brochure for salespeople to give out to prospects. From there, the salesperson and the brochure can direct people to the website, which should have examples of success stories and “what we do” pages, created by the design and content teams.
Marketing teams should ask for input from the sales team when working on print content. Salespeople will want to navigate through print pieces efficiently while meeting with a prospect and they should be designed to do so. Print pieces are meant to be read by prospects, or read to them by the salespeople. The sales team is on the ground and knows what points sell and what to emphasize. An easier to navigate, more fluid layout will make life easier for both salespeople and prospects reading the print pieces.
Social media pages are quality online landing points that the sales team can direct clients toward. Social media has the unique ability to constantly inform followers, promote long-form, informational content. Because of that, social media can play a big part in helping convert a prospect into a client. If they follow your page and like what they see, a prospect will be more inclined to use your services.
Have a system in place
Potential prospects need a page where they can contact the sales team when marketing strategies bring them to your site. A common and simple way to do this, something we use here at TM, is to provide a page where prospects can submit their contact information and questions or comments they have regarding their needs. Once the marketing team has done their part and convinced a prospect to inquire, the sales team can then do their part to turn that prospect into a customer.
Communication is key. The sales and marketing teams have similar goals with different routes to get there. Open dialog between the two teams will help both tremendously, as each team may be using different tactics or selling points to foster prospect interest. Is the current selling point the marketing team uses not working? Ask the sales team what they say to prospects, and vice versa. In addition, the two teams can identify and compare differences amongst the prospects they interact with and adjust based on each others’ findings.
This open dialogue can also help identify pain points in sales and marketing strategies. Maybe the sales team has been widely successful, but marketing numbers not so much. Collaboration and communication will lead to better strategies for both teams.
Know the highs and lows
As with any business, there are always highs and lows. It’s not uncommon for sales and marketing teams to experience highs and lows at similar times due to having relatively the same goal, but there are subtle differences. Knowing each other’s annual highs and lows, or even a random current low, can help each team understand when to step up their game or provide aid for the other. After all, we are all playing on the same team toward the goal of growing our business!