TOP TIPS: CONNECTING THE DOTS BETWEEN SALES AND MARKETING

Differing disciplines both seeking the same ultimate outcome, sales teams and marketing departments occasionally work a little uneasily together. However, given our ever more integrated professional world it is essential that both teams maximise their collective strengths to deliver the best possible results. Unified resources and the best talent working collaboratively will drive lead generation, boost conversion and, most importantly of all, increase business revenues overall.

1. IDENTIFYING THE CUSTOMER

Begin by deciding what the ideal customer looks like and ensure sales and marketing agree on this to maintain a shared target. Putting in the initial effort to research targets and confirm who you want to sell to, will allow the creation of accurate customer profiles which can be shared openly across both teams.

2. DEFINE A SALES-QUALIFIED LEAD

Sales and marketing teams must collaborate effectively and define precisely what a sales-qualified lead looks like. This is the time for sales to be clear about exactly what they want in a lead and make sure that marketing know exactly what the campaigns they are creating must deliver.

3. CREATE OPEN DIALOGUE & SHARE CONTENT

Starting with the customer profiles, marketing can now identify the most appropriate messaging, the right communication channels and begin to create relevant and engaging content. It is essential to keep the sales team up-to-date and provide the very best material. An open dialogue with ‘real time’ feedback means that if an activity is working particularly well, it can be amplified and up-weighted accordingly.

4. HANDOVER TO SALES

As soon as a lead becomes live and the customer enablement process begins, the sales team becomes the face of the organisation. They nurture the lead and whilst they provide all material to the lead, it is all supplied effectively and efficiently by marketing. With strong communication the process can then continue working smoothly for both teams and deliver on-going bottom-line success

5. CLOSE THE LOOP

As soon as a lead becomes live and the customer enablement process begins, the sales team becomes the face of the organisation. They nurture the lead and whilst they provide all material to the lead, it is all supplied effectively and efficiently by marketing. With strong communication the process can then continue working smoothly for both teams and deliver on-going bottom-line success

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