It is well known that sales and marketing departments have had a long history of not getting along perfectly. It all stems from these two departments having sometimes very different goals, and their methods not always making sense to the other. Sales and marketing have a lot to learn from each other, so here are 5 things that marketing wants to tell sales!
1) Give the marketing team credit for a sale
Who gets the credit when a big sale comes in? The salesperson that closed the deal of course. But a lot of marketing probably went into that sale, through advertising, emails, and other content. A simple acknowledgement of the marketing efforts that went into the sale is enough to start healing old wounds between departments. And if the marketing efforts can be directly linked to the sale, a little commission wouldn’t hurt either! As much as salespeople love to take full ownership of a lead, it is a team effort and that lead was probably referred and nurtured through a marketing system.
The takeaway: Tell your marketing person thanks for the help in scoring that sale! It will mean a lot to them.
2) Use the content that the marketing team makes
Marketing teams are full of creative people who spend a lot of time creating articles, videos, e-books, and more that can be used to help sell a customer. If a salesperson is communicating with a lead via phone or email and is not receiving any other marketing messaging, a salesperson should be able to draw from these resources as more leverage for the sale. Unfortunately a lot of salespeople do not offer these great content pieces to their leads. Plus, marketing can quickly tailor an existing content piece to a certain lead, making the sale that much easier! Sales needs to know the library of content that marketing has available, and what they can ask of the marketing team in order to make even better materials. Also, nothing is worse than a prospect asking a salesperson about a piece of content they saw, and that salesperson having no idea what they’re talking about!
The takeaway: Familiarize yourself with the materials that can help give you leverage during a sale.
3) Leave the mass communications to us
Long story short, many salespeople don’t know the best practices for mass emails. The ends often appear to justify the means, which usually results in secret sales lists, poorly designed emails, and a lack of data tracking. It also, unfortunately, means that the sales team will be contacting leads that never opted in. This may seem like a good strategy, to be contacting people who don’t know about you, but it can get you in trouble with the law in some cases. In any case, people will generally delete these emails or mark them as spam (which will ruin your email-send reputation over time). The marketing team knows how to send a mass email with the right permissions and to the right people, as well as how to track what specific people are engaging with the marketing messaging, making the next steps more clear for that lead.
The takeaway: Put yourself in the customer’s shoes, and then let an expert handle the grey areas.
4) Understand that the marketing team has a strategy
We don’t just make marketing materials for fun. We have a strategy, and the sales team fits into it all. The marketing team has a system for identifying and qualifying leads, as well as a schedule to release various messaging and content, and sales should not try to push those systems along or change the tried-and-true method just to make a sale faster. Sales and marketing meeting together regularly can help keep fresh in mind what each department ultimately wants, and help each other reach those goals. In the end, everyone wants to make sales, because that’s what keeps the lights on. It is just the means of achieving those ends that can be the cause of debate and disagreement.
The takeaway: Both teams should listen to each other, and align goals with strategy.
5) Marketing will make your sales life so much easier
Imagine if all of the leads you talked to were aware of your business, familiar with your product, and expecting a phone call. It sounds too good to be true, but it really is not. Marketing has the ability to qualify leads and give the sales team good quality lists of people who are more willing to buy than a complete stranger. This is all about quality rather than quantity. Many sales people believe that if they call or email more people, that more people will respond. While this is true, reaching out to more people will also take a lot more time than reaching out to a curated list of good leads. By doing less as a salesperson, you can actually do more, as long as the marketing department is providing you with the right contacts.
The takeaway: Let marketing do the dirty work for you – you just sit back and sell!
Is there anything else that marketing would want sales to know? What sort of disagreements have come up in your experience? Let us know in the comments section below.