It’s Valentine’s Day, so naturally we’re thinking about one of the greatest love stories of the ages… Sales and Marketing. Granted, these two star-crossed departments aren’t always a fairytale romance, but thanks to technology, it’s getting easier to bridge the gap and bring them together. If your Sales and Marketing teams are more feuding families than a match made in B2B heaven, the right tools can help you cut through inefficient processes and get both teams working together to create a better experience for your buyers.
For more great ways to spark some affection between your sales and marketing teams, join us for our webinar ‘Create a Love Story Between Sales & Marketing: Deliver the Right Leads at the Right Time to Sales‘ on February 22.
Miscommunications and Missed Connections
One of the biggest miscommunications between sales and marketing occurs when your marketing team is only focused on their target audience, and your sales team is only focused on their own leads. For marketing, there should be two target audiences: your prospects, and your sales team. Remembering to spend time creating internal content to enable and empower your sales team is just as important as getting the right message across to your buyers. For sales, learning to work with marketing to create and stick to an enablement strategy that gives your sales team the confidence to put marketing content to work can make all the difference. Why? Because marketing will know how to create content that targets the right leads – and will then be able to pass those leads to sales and effectively enable them to close those deals.
The great thing is that technology can help unify marketing and sales so that those missed connections – those leads that inevitably fall through the cracks when the teams aren’t aligned – don’t keep happening. The right tool for the job is marketing automation. It sounds like a platform that would only affect the marketing process, but it has just as much of an impact on sales. Marketing automation streamlines the marketing process, making it easier to identify when leads are ready to be passed to sales (and which leads are most qualified) through a system of scoring and grading. Once a marketing qualified lead is passed to sales, your reps will then be automatically notified of a new lead assignment, as well as which leads are most ready and most likely to close – so they’ll know who to follow up with first.
Sounds good right? Marketing automation takes all the guess work out of qualifying leads, getting them over to your sales team, and then getting them to follow up, and as always, when it comes to love, a little can go a long way.
Getting the Right Vibes
Data analytics software is the next tool that helps set the mood for marketing and sales. Being able to read into your buyers behavior and understand the influence of your marketing allows marketing teams to create campaigns that better target prospects and meet their needs at each stage of the buying cycle, as well as offering your sales team the kind of insight that can allow them to better understand when and how their leads will want to engage in the sales cycle. Data analytics is a must in a world where the volume of leads far exceeds the number of reps and marketers driving demand. Accurate data analysis enables both marketing and sales teams to make smart decisions about their leads in real-time, and spot any problems or potential bottle-necks that might occur.