This is part two of a series on creating a cohesive sales and marketing relationship. To read part 1, click here.
2. Establish open communication.
If open communication between sales and marketing is established during the creation of content, this point may not be necessary. However, in cases where marketing creates content independently of sales, it should be marketing’s responsibility to inform sales of its purpose or goal and how it fits into the overall sales process.
For example, let’s say you publish a new white paper. Marketing should explain to sales what stage of the sales cycle it is most appropriate for (discovery vs. verification) and what its intended audience is (technical buyer vs. executive). Similarly, if a blog was written to address an objection from an HR perspective, sales needs to know that, so they don’t send it to someone in IT. This way, marketing is enabling sales to use the content as effectively as possible, and both sides are able to succeed.
3. Learn to rely on each other to make incremental improvements.
While the initial content strategy is usually marketing’s job, it is a good idea to source content ideas from sales as ongoing campaigns take place. In the day-to-day work of cold calling and qualifying, sales reps may have experiences that were not expected in the initial strategy session and could be used to inspire valuable sales collateral. For example, if your cold callers hear the same objection over and over, sales should ask marketing to write a blog that can be shared to help overcome it. Similarly, sales might find that while your value prop focuses on quality, the real pain your prospects are expressing on the phone is related to speed. By communicating that information to marketing, marketing can make more effective content that speaks directly to buyers’ objections and needs.
By keeping the lines of communication open with regular meetings—rather than working separately in silos—sales and marketers can work together to simultaneously create a better experience for your buyer and increase revenue.
Getting sales and marketing on the same page is probably never going to be easy; there are inherent differences to each function that will always create tension of some kind. However, by simply starting from the same place, communicating regularly and relying on each other’s input for improvement, much of that tension can be resolved.
To learn more about getting sales and marketing on the same page, read Holding Sales & Marketing Responsible with a Shared Quota. Feel free to contact us with any questions.