How To Align Sales And Marketing for B2B Success
Companies succeed when everyone is working towards the same goal: bringing revenue and growing the company. So why are marketing teams focused on generating the most leads and sales people not trying to establish a relationship before pitching their product?
It would be better if both teams understood each other’s needs first. Sales teams don’t care for thousands of leads, only qualified ones who have shown at least some interest in the software. Marketing teams don’t want to cold call, they want to provide value for the customer.
After all, what’s good for the business is good for both teams.
Better Communication To Establish Common Goals
When teams don’t collaborate, they’re working backwards. Poor communication is one of the critical parts of sales and marketing not aligning. The lack of collaboration throws off the company culture, which then prolongs the sales cycles. This isn’t good for either you nor the customer.
Both teams should share what their goals are and come to an agreement for what’s best for the company, not just for their respective teams. Marketing’s goal shouldn’t be just to get a lot of leads and sales’ goals shouldn’t be to hard sell off the bat.
With an agreement on how to perform account based marketing, the teams can propel the entire company forward rather than focusing on their own vanity metrics.
Marketing Teams Should Focus On Leads That Matter Most To Sales
You want your marketing efforts to go to qualified leads and sales teams doing more than just pitching a product.
Both teams can establish common KPI’s and stay in contact through tools like Slack and Asana. Another tactic is for sales teams to communicate which type of leads to target and marketing teams helping the sales force build connections first before the sales pitch.
Before pitching, there should be trust built and all the variables that may block the success of the sale shut down.
When both teams sit down and agree on who their target audience, or even better, who their ideal customer is, they can work more efficiently.
Marketing teams should use their knowledge on market research and focus on account based marketing to help the sales team. With individual customer insights that sales teams have, which can be more valuable than marketing data from surveys, allows for more personalized outreach.
Marketing teams initial goal is to build trust with qualified leads. The first point of contact should be a positive interaction where the potential buyer receives something of value. Don’t try to sell while marketing. Instead provide a positive experience for the customer to go through and let the sales team take care of closing.
Building Authority For The Sales Team
Marketing teams should set up the sales for easy closing, sort of like an alley-oop in basketball. Best way to make the sales process go a lot smoother is building trust with the customer.
The content that marketing uses helps soft sell the positioning and value proposition for the sales team. It helps show that you can execute on the service your software offers and that you understand the audience needs.
The more helpful resources you provide, the more comfortable they feel purchasing your product. They’ll purchase with less hesitation and confidence that your product can help them get to where they want to be.