For most B2Bs, sales and marketing teams share the same goal: increase leads and earn more business. But when sales and marketing aren’t playing nice, the path to sales success can be filled with obstacles and frustration.
Research shows that organizations with a sales and marketing teams who are on the same page achieve 19% faster revenue growth and 15% higher profitability.
So when B2B clients come to us, it’s often because they’ve discovered a disconnect between those two important teams.
These are three ways to get marketing and sales to march to the same beat.
Clearly Defines Roles Within the Sales Strategy
We often find that sales and marketing teams aren’t exactly sure what to expect from each other. It’s essential that teams and individuals have a clear understanding of everyone’s responsibilities within the selling cycle. This means every team member should understand their role in:
- Priming the market to increase brand familiarity
- Capturing quality leads that raise conversion rates
- Executing and maintaining a consistent message, voice, and visual identity
- Evaluating key performance indicators and sales metrics
We often accomplish this through internal focus groups and surveys. Getting feedback from key team members can uncover confusion about roles and create opportunities to add clarity.
Strengthen Your Brand Internally
A strong brand acts as an anchor between your sales and marketing teams. Having a consistent brand–complete with proposition, essence, positioning statements, appeals, messaging, and visuals–creates cohesion between everyone in your organization. Consistently executed branded materials such as sell sheets, folders, landing pages, brochures, inserts, and/or PowerPoints, are easy ways to build internal brand equity.
Use Video for Internal Messaging
Internal videos are a quick and efficient method for aligning efforts between teams. The videos could be as complex as a 3D motion graphics video detailing key product features, or as simple as an iPhone video from a sales manager about relevant talking points. Regardless of the execution, it’s helpful when both teams refer to the same, easy-to-understand resource for generating their messages, tactics, and strategies. And because nearly every social and digital platform supports video content, it’s easy to implement.
When it comes to getting marketing and sales on the same page, identifying communication challenges is half the battle. Now it’s time to tackle these challenges and align marketing and sales efforts to grow your company’s revenue to the next level.