Introducing 3 key methods for an integrated sales and marketing strategy
Marketing and sales teams have a reputation for not getting along. Working towards the same ultimate goal in different ways means there is often friction. That's why we recommend an integrated sales and marketing strategy.
We’ve all heard that when the sales are coming in it’s because the sales team is doing a great job and when the sales slow then the marketing team needs to pull its socks up. How do we fix this?
The key levers are regular and open communication, an understanding that each team needs the other in order to succeed, and well-implemented systems that help, rather than hinder performance for both teams.
Traditionally, sales and marketing have different priorities, you can see some examples below. Of course, in an integrated approach, both teams are aware of and support each other's functions too.
Exporting is nothing new, but overseas markets continue to present opportunities for companies to grow
Advances in technology, internet communications and travel, mean we understand cultures and countries better than ever; making trading outside of your domestic market one of the most accessible strategic options available to businesses today.
Let’s face it: twenty-first century business opportunities are global. If you have a domestic market, you could have markets everywhere. After all, it’s much easier (and less costly) to sell your existing specialism to new audiences, rather than creating new products and services.
Yet, finding the right customers in new markets, and selecting the right key accounts in which to invest resources, can be tricky if you don’t have a strategy and a plan to engage them. You can’t ‘wing it’ when it comes to international marketing - or any form of marketing for that…
Chart of the Day: What are the success factors for improving sales and marketing alignment
This research from the Content Marketing Institute and LinkedIn shows how the continuing popularity of content marketing in business-to-business (B2B) marketing has highlighted common flaws in the way organisations are structured to manage their content marketing.
The report starts by showing how changing buyer behaviour has demanded an increased focus on content marketing since, of prospective buyers:
92% start with an information search
53% find that going online and researching is superior to interacting with a salesperson
75% depend on social networks to learn about different vendors
90% won’t take a cold calling
The report goes on to compare the performance of highly aligned sales and marketing teams with less well aligned teams. Across the board, the highly aligned content marketing and sales teams collaborate far more frequently than the low aligned.
This chart reviews these success factors for alignment…
Chart of the day: Most marketers are empowered to collaborate with sales
Research has found that marketing and sales are aligning more than ever, sharing insights and metrics. The study shows marketers usually understand what sales need from them.
The positive results from Salesforce show:
Marketers understand how they impact individual customers.
Marketers believe they send high-quality leads for the most part and marketing and sales share common goals and metrics.
They both also share data and imp[ortantly marketers understand what sales need to succeed and how they can assist with that.
The results suggest that sales and marketing metrics and goals are aligning, that they have regular communication and empathy for each other. In turn, supporting each other to succeed. This research is very positive for the effect marketing has on sales, in supporting their efforts. Perhaps marketers are now targeted on leads, quality of…
Martech tools aren't just for marketers, sales needs them too
The much-talked about disconnect between sales and marketing departments (and likewise professionals) needs to be put to bed. If you pardon the (intentional!) pun: they always have been, and always will be perfect bed companions. Let’s boil this down: the purpose of your marketing department has always been to drive sales, and connect with and engage customers with your brand.
As such, sales and marketing have always been closely linked. Nevertheless, in many businesses, they are remaining distinctly separate, often operating in silos. This approach is in direct opposition to the way modern business works. Instead, marketing and sales should come together to help join the dots between the target audience and the brand itself.
Modern technology is an integral tool in not just connecting those dots between the brand and prospects or customers, but also between the two departments. Silo-based business models…
Predictive analytics and consultative selling among the most important trends for B2B sales strategy in 2017
As a marketer, you’re more than familiar with the importance of closing the gap between marketing and sales. It’s been proven over and over that the more these teams talk, the better the results.
Yet according to Aberdeen group, salespeople still spend an average of 440 hours a year searching for the right content to use. Furthermore, 65% of marketing content isn’t used by sales at all!
When looking at the most popular sales trends for 2017, three are crucial when bridging this gap. These trends are most likely to inform your sales enablement content over the next year and beyond
In this article, we’re going to analyse each trend to see not only how they will contribute to your sales enablement efforts, but your marketing strategy as a whole.
1. Subject Matter Experts will Play Salesperson & Marketer
Practical content marketing and profiling techniques to identify senior decision makers
Senior decision makers are increasingly reluctant to hand over their contact details when exploring potential solutions. You may have noticed how busy managers often omit their phone numbers from their email sigs! At the same time, the explosion in content marketing with the availability of detailed information online in a range of formats has enabled those seeking to use your products or services to carry out extensive research on you independently without booking a demo.
There is now little need to book a demo, take a trial or speak to a salesperson when so much content exists online to inform their decision.
Whilst these prospects are carrying out their due diligence research at distance, others who are at a much earlier stage of the buying cycle are seeking content that will inform and educate them.
Whitepapers, videos, thought-leadership pieces and research are standard fare in any…
Sales metrics should not be alien to digital marketing teams
As digital marketers, it is our job to drive sales for our business, correct? Wait, but isn’t that the job of the sales department..? As it turns out, with Smarketing we have many of the same goals and objectives so it makes sense that we would work together to form a more united team and focus on the same measurements to close our deals.
I realize this is easier said than done, but if you look at the statistics: according to an Aberdeen report, companies that were successful in aligning their sales and marketing teams were able to increase revenue by 20%. This is in stark comparison to those who weren’t able to align the two departments and saw a 4% decline.