Where To Align Your Sales And Marketing Team For Collaboration

Just like any other department in a business, it’s tough to get people to collaborate. The reality is that people just have different views and something that needs to be accepted. However, that doesn’t change the fact that departments needs to learn how to work together. While most companies have trouble with their sales and marketing team getting on the same page, we are here to share ways they both can collaborate. Here are key pain points to help get started with to align for a big year.

Start With Your Buyer Personas.

Marketing: Does your marketing team have an established buyer persona(s)? Who is your ideal customer and what do they like to do? Dive into demographics, behaviors, goals, and any other information you can discover. The more targeted you become with your buyer persona, the more likely are you to reach and find the right customers.

Sales: While your sales team isn’t necessarily the ones creating the buyer persona, they do have an important say. Getting feedback from leads, listening to what customers are saying, and how they can tweak current personas. Are all the leads leading to a dead end? Maybe your marketing team needs to revisit their material and restructure accordingly. As your sales team is the first line of communication for your company, it’s important they are seeking as much information as possible.

Teamwork: Look to revisit with your teams every month. After reviewing monthly reports, see what is working well for each team and work on improving. Open up the floor for each team and give them a chance to share their input. The important thing is that you are getting contributions from each team and they are willing to work it out together.

Developing Content.

Marketing: Blogs, eBooks, or what ever piece of content ensure they are created to help generate leads for your company. What is the overall message or theme of your marketing campaigns? It is important to stick with your company’s voice and align it with your sales team. The copy and message of all marketing material should be personalized to align with the buyer’s journey to help increase the chances of converting to clients. You don’t want to be sending a thank you email thanking them for their business to someone who just filled out a contact us form.

Sales: While marketing will do most if not all the copywriting, the sales team plays must play their role as well. First hand experiences with current or potential clients can give the insight marketers are looking for. The team should be relying any key information they learn from their interactions on phone calls, emails, or any other form of communication. Do they notice a trend of questions or key points that are constantly brought up?

Teamwork: While each department has their own duties and tasks, they must set aside time for content development. Take a look at current marketing and sales messages, and gain insight on what they can change. Try meeting once a week to recap and share information for both sides. Remember to keep the line of job duties and do not start making your sales people create content. Let them concentrate on new and nurturing leads to help build relationships. The marketing team will be the ones providing the content to help guide leads down the sales funnel.

Identifying The “Right” Time.

Marketing: Have you ever come across an ad or received an email about a product you were just looking at and thinking how did they know? It’s not an uncommon marketing tactic as many companies have implemented tracking codes and optimized workflows to trigger those instances. These additional emails or ads can help push consumers over the edge to make a purchase. I know I have received emails enticing me to purchase with a 20% discount code. If I was considering purchasing before I got the code, why not do it by saving some money? Hitting those consumers at the right time can be a huge boost to both your marketing and sales team.

Sales: Sales reps will constantly get the answer “no” but that doesn’t mean they should blow those leads off completely. Organize lists to your sales funnel and move prospects accordingly after the first call. Are they still interested or did they ask you to check back in 3 months? Pay close attention as once you get your first answer, you can assign them to the right email lists to help nurture the lead or get them the information they are looking for right away. It is all about timing, and if your sales team can catch their prospects at the right time they can help advance in the funnel.

Teamwork: According to Hubspot, “Buyers want to hear from reps in the first stage: when they’re looking for opportunities to improve their business (71%) or trying to solve a problem, (62%). Identifying when and how you can reach those people during their time in need will come from research from both sales and marketing. From sales prospects that reps interact with and from the data your marketing content is receiving. There is an old saying I used to hear, “Concentrate on getting the right information in front of the right people at the right time. The rest will take care of itself.”

Analytics And Improvements.

Marketing: Tracking is vital to understand if your marketing strategy actually works. Sure it is great to be creating content but is it engaging your audience. Are you getting visits, clicks on call-to-actions, or links being shared? How are engagement or bounce rates? What landing pages are helping gain the most traffic or views? Do certain topics get more views and shares than others? It may be time to restructure your strategy to align with what the data is telling you. Find the strong points in your content and capitalize on those. If a piece of content is going viral, ride the wave and continue to share it.

Sales: Anybody in sales can tell you how important it is to be tracking your leads. What actions are consumers taking once they have had the first phone call? For example, Hubspot helps track what your contacts are doing when it comes to your company. It tracks information from opening and clicking on emails to what landing pages they are visiting. This will help give sales people an idea of what they are looking for and help personalized their sales content accordingly.

Teamwork: There is always room for improvement no matter which department it is. Marketing could do a better job in engaging customers while sales reps could close a larger percent of prospects. Whatever the case maybe, it is important the weaknesses are identified. Look at the analytics and see what should be changed. Is a certain landing page not being viewed or is this piece of sales content not converting customers? Discuss what can be done with both teams and come to a conclusion.

It’s always tough to get to collaborate and be on the same page, especially for companies that are larger in size. Your sales and marketing teams are too important not to be aligned. They both have goals and objectives they must reach and believe it or not, they go hand in hand.

If you are currently struggling to get your team on the same page, give these tips a shot. I guarantee it can help jump start things in the right direction.

Have you been in tough situations with your marketing or sales teams? Let us know by leaving a comment below or better yet on social media! We look forward to hearing your stories.

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