Five Golden Rules To Get Your Sales And Marketing Teams On The Same Page

By Candice Georgiadis, social media influencer and founder of Digital Day Inca social media and marketing agency in California.

To make your business more profitable, you need to bridge the gap between your marketing and sales teams. When both teams are in harmony, a business essentially becomes a well-oiled machine for profit generation. If not, thousands of dollars could be wasted on unusable marketing content, missed sales opportunities and higher customer acquisition costs.

Let’s take a closer look at the five golden rules for bringing your marketing and sales teams together.

1. Build guidelines around your top performers.

Your top-performing salespeople are among your most important assets. They can use results to determine which aspects of your content marketing work and which don’t. Not only that, but they can also help you identify the effective practices that the rest of your sales team should follow, like inspecting the customer’s previous interactions and analyzing their purchase history.

Once you identify your top performers, your marketing team can scale their strategy based on the frequently used sales content in winning pipelines. Track which sales assets are downloaded the most and ask your top performers for suggestions on how to make them better.

With this approach, you can also pinpoint the least-used marketing content in the mix. This will help content marketers avoid wasting resources on content assets that are likely to be unused by sales.

2. Survey the sales team for content ideas.

One question all businesses face is: How much of the budget should be spent on content creation?

If there’s one group in your organization who knows what content works, it’s your sales team. After all, they are the ones spending a lot of time interacting with customers. Seek their input to help your marketers shape their content strategy.

A practical way to go about this is to run surveys or interviews with top sellers. Apart from asking for their ideas, gather information about the typical customer’s buying process—who they are and what they are looking for. This should help your marketing team produce impactful content pieces that address the right challenges.

Here are a few questions you can include in your survey:

• What content types increase a customer’s interest in a product?

• What questions do paying customers ask before committing to a purchase?

• What are the characteristics of a sales-ready prospect?

3. Avoid or break down data silos.

The effectiveness of your sales team depends heavily on the quality of data they work with—the data that your marketing team sends. If they frequently complain about incomplete, out-of-date or inconsistent data, chances are you have a data silo in your organization.

In simple terms, silos are isolated repositories of data that are locked away from other departments. They may occur if you have decentralized business units or recently acquired business technologies. For example, if your marketing team just purchased a new customer analytics platform, they may generate reports that are incompatible with existing systems. This compromises data quality, hinders collaboration and makes data-driven decision-making next to impossible.

To avoid data silos, start by adopting a better data management culture. Educate your team about the consequences of data silos while encouraging good data practices. If there are already data silos in your organization, there are a handful of methods that will help break them down. Data integration works by extracting data from existing systems, cleaning data and loading it to a destination. You can also rely on data warehouses to consolidate data from multiple silos into a single, accessible repository.

4. Use an open and trackable communication tool.

Effective communication is critical for teams that need to work together. Remember, misalignment occurs if your marketing and sales teams don’t have a direct line of communication. And if they only rely on emails, tones of voice can be misinterpreted and meanings can be misunderstood.

If the need for a more effective communication platform is ignored, your business will suffer—simple as that. You’re looking at team and cross-departmental conflicts, low productivity, loss of revenue and more.

To avoid all these unwanted results, use versatile, accessible and trackable communication tools like Google Workspace and Microsoft Teams. They allow teams to collaborate in real-time, share data more clearly and effectively, and make better decisions as a team.

Both Google Workspace and Microsoft Teams are also capable of recording virtual meetings. Reviewing recordings allow you to assess and improve the flow, efficiency and overall success of your huddles.

5. Invest in sales enablement.

Sales enablement refers to the ongoing process of providing salespeople with resources, including tools, training and content resources to maximize their efficiency. For the best results, hire a dedicated sales enablement team and let your sales team focus on selling. Let these people worry about analyzing sales performance, designing the best programs and tracking results.

A survey from HubSpot reveals that 65% of sales leaders who exceeded revenue targets had a dedicated sales enablement team in play. Below are five strategy strategies that will help you build a successful sales enablement:

• Incorporate automation to help salespeople concentrate on sales.

• Implement one-on-one coaching methods like call shadowing, weekly check-ins and email reviews.

• Leverage sales enablement technology like CRM, content management systems and communication channels.

• Identify salespeople with the most potential for improvements and prioritize them for sales enablement.

Conclusion

Think of your sales and marketing teams as the wheels of a bicycle. Their functions rely on each other. If one is out of order, the whole contraption is rendered unusable and pointless.

With the golden rules above, bringing your sales and marketing teams together is more than doable. Not only will you maximize sales performance, but you can also create a close≠-knit company culture that your workforce will love working with.

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