2. Enable (and Encourage) Communication
Meetings are important because they allow sales and marketing teams to take a step back. However, the teams should also be communicating regularly throughout the workday. This can be accomplished in different ways. It might be a matter of moving desks around, including new team members in digital communications, or giving sales and marketing teams access to one another's project tools.
There should be a clear procedure in place for communicating about the hand-off process: when a marketing qualified lead becomes a sales qualified lead. One of the biggest issues concerning the sales and marketing funnel is this exact process.
3. Align Projects and Efforts
For sales teams to be truly effective, the marketing team must contribute directly to sales efforts. When there is a disconnect between the two departments, a salesperson who is attempting to nurture a lead may not be aware of the content that that lead has already been exposed to. In fact, 65% of sales people say they can’t find the right content to send to their prospects.
This is also true of messaging. If the marketing department’s messaging is vastly different than that of sales, it can make a lead feel as if they are working with two separate businesses.
To resolve this, sales teams need to be aware of what projects the marketing team is working on. This enables them to pick up right where marketing left off once a marketing qualified lead becomes sales qualified.
Sales and Marketing Alignments Leads to Success
It may take some time to see your sales and marketing alignment efforts through to completion, especially if both departments are used to working exclusively. Such is the challenge of bad systems. Once they become institutionalized, they can be difficult to overcome. But with the right steps in place and the right frame of mind, sales and marketing teams can accomplish incredible goals together.
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