Sales and Marketing are said to butt heads most of the time – but when each team does a little bit to help the other out, they can become a match made in heaven.
Marketing can help Sales…
…understand customer intent
Marketers are getting really good at using analytics to find out what their prospects are really interested in, thanks to Google Analytics, Google AdWords, Twitter Promotions, UTM tracking codes, and so on. Marketing uses these tools to understand what actually intrigues prospects and converts leads to closed deals.
Salesforce recently wrote an article about why Sales would benefit just as much, if not more, from the same knowledge. They argue that, “marketers need to refine their processes for providing Inside Sales reps with the right data at the right while while, adopting tools and strategies that faciliate data-sharing between Marketing and Sales.” To do this, marketers can create and optimize sales content engagement alerts (like when someone downloads an eBook), delivering contextual data about each lead’s content preferences, and monitoring prospects’ social media activity to send to the Sales team.
…up their social selling game
Social selling is a collaborative effort between the Sales and Marketing teams. Ideally, Marketing produces the messaging and Sales utilizes their networks to deliver the content to potential customers.
Marketers can help Sales with social selling by drafting social media promotions for the Sales team to send to their networks. This can take the form of a weekly email, or if your company uses Hootsuite Pro or another social media tool that can hook up multiple accounts to the company account, sales reps can hand over the reins to Marketing entirely to send out tweets as they please. Just make sure the wording is different than the posts from the company account – if potential customers are following both accounts, it will appear automated and impersonal.
This requires some solid communication between both teams. The Sales team can respectfully convey to Marketing what they’d like their customers to see, and Marketing can use their expertise to create some great, relevant content and package it into a visually compelling campaign.
Sales can help Marketing…
…share content with networks
Social selling is a double-edged sword. Marketers will work hard to produce high-quality content, but each individual members of the Sales team needs to make a habit out of sharing it with their social networks on Twitter, LinkedIn, and Google+.
…learn about competitors
Sales professionals know all about their competitors’ products or services because they use those comparisons to sell well. The information Sales knows about how their prospects feel about competitors is valuable to marketers. It helps the Marketing team adjust messaging to answer prospects’ questions before they even know they have them, and to prioritize future campaigns.
…get customer testimonials
It is a simple thing to add to the closing process: every time the Sales team closes a deal, they can ask the buyer whether they’d be willing to serve as a reference or give a testimonial once they have used and become familiar with the product or service. When the ask is embedded into a sale, the customer service team won’t need to lose clout sending a separate request later.
And what can help both teams? Making the data transparent and accessible to show the actionable connection between lead generation and the sales pipeline . Effective sales teams already have a data-driven culture, but modern marketing teams should too.