The goal is here is to get your marketing and sales departments working together, it's been well documented that if you can get these two teams to play nicely you're going to generate double your revenue.
The question is, how are you going to get these two teams singing from the same hymn book? Let's start with the right terminology first. This new way of working is called smarketing, and it refers to the communication between your sales and marketing teams.
Both teams have to speak the same lingo
As is most commonly the case, these two teams usually speak very different languages and I think it's fair to say they almost never really get along. A bit like the English and the French, when the French pretends not to know a single word of English when you're trying to order lunch in a Paris cafe. Here are a few terms that both teams need to agree on from the get-go.
For instance, in what column do you place someone that has signed up to your email marketing campaigns? What category do you put somebody in that has visited your web design more than once? How about somebody that has downloaded one of your eBooks? Jot down all the terms that both teams are currently using and align them all so now they mean something to all involved in both your sales and marketing endeavours.
Who's the boss?
Somebody has to be in charge. At some point in the buyer's journey, a prospect steps away from marketing and into the sales funnel. This transition has to be at a specific point in the journey, a point that both parties agree upon. A good example of this here at Hart Design is when a visitor downloads one of our eBooks. At that point, marketing takes on the responsibly to take them on a journey, to answer their questions, to educate and move them through the buyers journey. All going well, the prospect will be passed onto sales.
What is an ideal client?
You hear it all the time, "sales, never close the deals we send them? Or “most of the leads marketing send us aren't a good fit". It's important that both teams understand what the ideal client actually is. Marketing needs to be creating a marketing strategy and inbound marketing content directed at their ideal buyer personas. This is going to go a long way in sending the right leads to your sales reps. Using qualified lead generation in your sales process is going to give sales a higher chance of closing the deal.
Communication is King.
Having both your marketing and sales teams catch up every week may sound daunting, but in the long run this is going to pay dividends and serve the common goal. It's important for both teams to know that goals are being met, or not as the case may be. Weekly would be the way to go, you don't want to catch up quarterly only to find there is a huge misalignment and three months unproductive time has gone by.
A dashboard keeps every thing transparent. By having all your open communication visible and on hand between both teams keeps everybody honest. Create one hub where everybody gets a birds-eye view of what is going on at any given moment, again, this keeps everything on track. You're then able to make adjustments quickly, and that's huge, given we live in an instant gratification world. You want to know that your new smarketing team is working well together. It's important that all information between the two parties is updated on a regular basis.
So, where does this leave you now?
Well, you have two teams that are actually talking to each other now, on a regular basis too I hope. Service level agreements are in place, goals are being met by both teams. The right content marketing is being generated to attract your ideal prospects and sales have a funnel of prospects that are primed for conversion.