Marketing and Sales Should Be BFFs

Sales and Marketing are two close friends — each one with their job, but both working to increase revenue and bring success to their company.

Most people say they understand where one ends and the other begins. Most people believe their Marketing and Sales teams are working to their full potential. But what people rarely understand is how a solid partnership between them can actually lead to many, many more sales.

Working alongside Marketing is getting your sales team to understand their audience, who is a potential prospect and who could be a bad fit for your product or service.

So, how can that be done?

Firstly, we have to understand the difference between the two sectors. Both are extremely strategic, but they are placed in different parts of the buying process.

You know that one, right?

Well, let’s remember, for the sake of understanding better the roles of each team. You’d be surprised with how many people mix the two up and compromise their sales.

Marketing is all for the market.

They need to see with their customer’s eyes; not to sell, but to truly understand where they come from and what leads them to buying.

We call that process the Buyer’s Journey — which is also a great concept to grasp when being a salesperson. It’s basically going through a funnel, starting from Awareness to Action.

That differs from Sales because Marketing has the job to attract. They need to know what turns prospects into customers (besides a great salesperson). From then on, they look to catch potential prospects’ attention with whatever tools fit best.

To put it simply, their job is placed before the customer’s decision.

Marketing provides Sales with powerful knowledge regarding people.

  • How do potential buyers behave?
  • What are they really looking for?
  • What are their pains?
  • What got them to buy from your company instead of competition?
  • What got other people to buy from competitors?

Imagine your Sales team with that sort of information in their hands. That’s where they win.

But we’ll get to it yet.

Sales turns a prospect into a buyer.

It really is that simple — and I trust you’re familiar with that definition.

But it’s important to know that Sales does not act by searching intensely for the best fit. Even though it may seem so to field sales teams — who are going after the buyers.

If there is no Marketing job, it’s as if salespeople were spending ammunition shooting everywhere — not knowing whether they will ever hit the target. So they come in before.

They tell inside sales teams who to call. They tell field sales teams who to go after.

So, with those insights, Sales goes to action. They are the ones who directly talk to the prospect and say “hey, would you like to make this purchase?”.

But there is much more to it.

Not only Marketing are the ones telling Sales who to reach. They are also the ones supplying salespeople with some good argumentation.

Sure, no one sells if they’re not skilled on selling. You have to know how to make your way into a conversation, how to persuade. That’s why Marketing can’t sell anything on their own.

But let’s take it back.

Marketing consists of people studying and applying the buyer’s journey.

  • How are people aware of the problem they have?
  • How do they find out they need to acquire something?
  • How are they led to the purchase, becoming buyers?

If they know the answers to those questions, it’s very likely they understand your customer’s behavior. Knowing the what, how, when and why of your customer means knowing those aspects to the next customer as well.

Here’s an example:

Your company sells a website-creating platform. It’s very intuitive, simple and it requires no HTML knowledge to use it. It’s not cheap, but not too expensive.

If there were no Marketing, Sales would look for any prospect who needs a website. But how needs a website? Large companies, small companies, freelance workers. Everyone nowadays wants to have a website for their own purposes.

Marketing will look at it and understand better your situation. After extense research, they find out freelance workers haven’t got the budget, but large companies will want more resources and will find someone to build their website from scratch.

From that research, they will know small companies are the way. They can also attract them more easily, so Sales won’t have to reach out aggressively. They create interest to bring prospects to decision.

Okay, but we’re talking about the basics.

What we’ve covered so far is, ideally, how Marketing & Sales relationships leads to purchases.

But how can it lead to more purchases? How can you get this partnership to full potential?

Key Analytics for Sales and Marketing

There are key analytics which show relevant insights to both Sales and Marketing.

Some examples:

It’s essential to understand your market — its size, whether it’s profitable, what is its potential. You can also analyze competition in your favour. That sort of data will determine the likelihood of selling your product/service at a certain value and frequency.

Also read: The 9 Best Tools for Competitor Analysis

Think it like this: sometime in the last decade, cellphones with cameras started to come out. From then on, no one really wanted a cell phone without cameras. One day, someone realized you could place cameras both on the front and back of your device — and that idea brought someone great profit.

Technology markets aren’t the only ones which are ever changing. It doesn’t matter which market you’re on — eventually things will change, from products to customer’s minds. Things are put to new uses and new audiences find use to something they didn’t. If you’re able to grasp the market trends, you can forecast where/how to sell more.

Lead Generation

You need to have Sales and Marketing aligned so lead generation works.

It’s all about qualifying: using content marketing, potential buyers can learn about your product without having to speak to anyone directly. That will get them to understand whether buying is really the right option to solve their problem.

So Marketing has the job to guide those people through a funnel so only the most qualified will come to Sales. Not because they want less people to buy, but because they want the right people to come across sales reps. It saves effort from Sales teams and increases converting rates.

How does that relate to Sales Enablement?

(Believe me, it does. A lot)

In the end, it all comes to enabling sales. Selling is the final goal of the whole marketing-sales flow — from lead generation to acquiring customers.

Sales Enablement comes as a concept to ease that relationship and focus on practical ways Marketing can help Sales. As I’ve said before, enabling sales is all about information.

Imagine if all of that useful information Marketing has on leads, behavior, trends and other details regarding your targets were shared constantly. Imagine if Sales were to report what sort of leads seem qualified but actually aren’t. Wouldn’t that optimize the entire line of work?

Sales and Marketing alignment is more related to constant feedback, rather than only exchanging e-mails between teams now and then.

So, how could that information be shared?

Both Marketing and Sales can produce internal content for each other, as researching material. Why not share analytics via infographics or webinars, making that information easier to consume?

Of course, none of that should be lost in the middle of junk mail. Make sure all of your internal content is gathered in a single platform, where everyone can access easily and find what they need. Reports on trends, what worked and what didn’t.

Anyone can create content, from C-level to interns in both teams. Everyone has something useful to share. Keeping it organized — and gathering the best content to add on your Sales Collateral — is the greatest way to enable your sales team.

Communication between teams beyond e-mail: try video chat apps

Marketing teams are usually on the office, while sales reps could be either on the go or busy with one meeting after the other.

While e-mails could be a good alternative, other platforms can solve that problem better. Many companies have tried using apps because they are mobile, more accessible and human.

Chat apps could lead to some misinterpretation — we advise you to try video chat apps.

Do you have any other tip on how Sales and Marketing can increase sales by working together? Let us know!

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