Human: How to make the Sales and Marketing team to work together?

Human: How to make the Sales and Marketing team to work together? August 21, 2021Leave a comment

The enlightened: First, thanks for asking that important question.

Fundamentally there is a 𝐃𝐢𝐬𝐜𝐨𝐧𝐧𝐞𝐜𝐭.
While the teams are aligned at a very high level, the measurement metrics are not.

Before I expand further, can you open my favorite “treats” pack, kept on that table, and give me two? Thanks.

𝐇𝐮𝐦𝐚𝐧: 𝐁𝐮𝐭 𝐭𝐡𝐞𝐲 𝐫𝐞𝐩𝐨𝐫𝐭 𝐭𝐨 𝐭𝐡𝐞 𝐬𝐚𝐦𝐞 𝐛𝐨𝐬𝐬. 𝐇𝐨𝐰 𝐜𝐚𝐧 𝐭𝐡𝐞𝐫𝐞 𝐛𝐞 𝐚 𝐝𝐢𝐬𝐜𝐨𝐧𝐧𝐞𝐜𝐭?

The enlightened: Woof! Good question again!

What are the top 3 or four Sales metrics?

Apart from reaching quota every quarter, the Salesperson is measured on New Accounts (logos), the total number of deals closed (vs total funnel), renewals & retentions (upsell), and profitability of deals.

What are the top 3 or four Marketing metrics?

Leads quality and quantity, Overall pipeline value and growth, No of programs or initiatives launched, communication metrics, and brand awareness.

Do you see the point?

No prizes for guessing why they sit at either end of the office floor.

𝐇𝐮𝐦𝐚𝐧: 𝐒𝐨 𝐰𝐡𝐚𝐭 𝐝𝐨 𝐲𝐨𝐮 𝐬𝐮𝐠𝐠𝐞𝐬𝐭?

The enlightened: I would give you five points to 𝐂𝐨𝐧𝐧𝐞𝐜𝐭 𝐭𝐡𝐞 𝐃𝐢𝐬𝐜𝐨𝐧𝐧𝐞𝐜𝐭𝐞𝐝.

1. Clear definition of the target “customer persona” ( also call out whom you will NOT target)

2. Jointly define the Customer journey ( not get hung up on the sales process)

3. Develop a single plan – with a shared set of KRAs with overlaps ( have a single view of the revenue funnel)

4. Leverage technology and define processes ( both sales and marketing have a single view of the data)

5. Encourage frequent joint review, revenue cadence calls ( not separate sales and marketing discussions)

𝐇𝐮𝐦𝐚𝐧: 𝐎𝐊, 𝐓𝐡𝐚𝐧𝐤 𝐘𝐨𝐮.
𝐇𝐨𝐰 𝐝𝐨 𝐈 𝐭𝐚𝐤𝐞 𝐭𝐡𝐢𝐬 𝐟𝐮𝐫𝐭𝐡𝐞𝐫? 𝐇𝐨𝐰 𝐝𝐨 𝐈 𝐢𝐦𝐩𝐥𝐞𝐦𝐞𝐧𝐭 𝐭𝐡𝐢𝐬?

The enlightened: I can ask my team to help you. You can drop in your details to . The website details are mentioned in the first comment below.

Bye for now.

#marketing #brand #sales #digitalmarketing #branding #strategy #strategy #growth #team #communication #customerexperience #b2b #pipeline #marketingstrategy #comment #salesenablement #salescoaching #salestips

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