Collaboration Breeds Success: Marketing And Sales

For your sales team to really impact ROI in terms of campaign performance, they are going to need to work alongside the marketing team. There are a number of different ways that the personnel can work together to benefit the overall campaign. There are benefits the marketing team can offer the sales force, and vice versa. This will help you to get more from your campaign. So, with that being said, let’s take a look at some of the different ways that these departments can work together.

Use collaborative analysis – You need to analyse and measure results as a team. When you are trying to bring the two departments together, collaborative practices and KPIs are not substantial. The lines will blur between what the sales and marketing teams are working on when you are breaking down departmental barriers, and this is why collaborative analysis is important. 

Break down barriers – It may be important to have a refresh in terms of perspective and terminology if you are to align your sales and marketing teams. Sometimes, weekly meetings just aren’t enough.

Hold regular meetings – Despite the former point, you still cannot overlook the importance of regular meetings. These are a necessity so that you can learn more about each team’s processes, go over the results of the current campaign, and discuss new strategies. An added benefit is that you will get insight and feedback from marketing personnel regarding the sales team’s agenda, and vice versa, of course.

Brainstorm crossover KPIs – KPIs that are significant to both departments are going to give your company a greater chance of improving your ROI. Some good examples of this include landing page conversions, cost per lead, social media engagement, email sign ups, and lead generation. It is important to remember that your teams can have different agendas while still having the same KPIs. 

Develop buyer personas – Another important activity that both your sales and marketing teams need to work on together is the creation of buyer personas. Of any successful company, sales is the front line. They know who is buying and they know why those people are motivated to make a purchased in the first place. You then have marketers who comprehend the industry at large and know whom they should be targeting. When you consider this, it is not hard to see why the best buyer personas are created when the two come together. 

Collaborating on the creation of sales content – Both marketing and sales need to work together so that they can understand their audience and create content that is targeted and speaks directly to their customers. WordPress is a great content management system to get that content out. This is a major element in an exceptional sales enablement strategy. This is especially important when you consider a recent study from CSO Insights revealed that 32 per cent of a sales team’s time is spent searching for and generating sales content. 

So there you have it: how to bring your marketing and sales team together!

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