Sales and Marketing - two sides of the same coin
Updated: Aug 17, 2020
Guest blog by Alex McNaughten, Director, Sales Leaders
In New Zealand, sales is often seen as a dirty word and marketing, for a lot of businesses, is only focused on branding. In actual fact, marketing and sales are both part of revenue operations and need to work as a team to help identify, attract, win and retain customers!
Research shows that B2B organisations that have closely aligned sales and marketing functions achieve 24% faster three-year revenue growth and enjoy higher customer retention and higher win rates (source).
Here are 3 tactics you can use to make sure that your marketing and sales functions aren’t operating in a vacuum:
1. Help your teams understand that sales and marketing are working towards the same goals. Both want more customers, more brand awareness and more revenue. Each function takes a different approach, but both are on the same team. You could create shared KPIs to further reinforce this alignment.
2. Develop customer personas together. Have the two teams sit down to pick each other’s brains. Combining practical and theoretical knowledge will help to define more realistic needs of potential customers. This will result in offering the right products at the right time and to the right people.
3. Have regular joint stand-ups with marketing and sales. This is important because sales teams can give feedback to marketing from the coal face as to what they need to help them move deals along, such as case studies. Likewise marketing can provide useful market insights around proven results to help sales teams do better. Work on content together for better, more powerful content that resonates with buyers!
Sales and Marketing are two sides to the same revenue operations coin and when working together towards the same goals are far more effective than when they stand alone!