The classic tale of sales and marketingâa relationship as old as time itself (or at least as old as the modern office). We're like siblings: we bicker, we compete, but deep down, we know we need each other.
Here's what the teams are really like with some tips on how to get onto the same page.
1. Speaking different languages đŁď¸
Marketing: "We need to build brand awareness and generate high-quality leads." đ
Sales: "Cool, but can we just get more leads... like, yesterday?"
Marketing and sales often feel like they're speaking different languages. Marketing talks in terms of "impressions" and "engagement," while sales is all about "targets" and "quotas."
To bridge the gap, itâs time to create a shared dictionary. Let's agree that "MQL" (Marketing Qualified Lead) isn't some mystical creature and "closed deal" isn't just a pipeline dream.
2. The great content tug-of-war đ
Sales: "We need a case study that shows a 200% ROI, and we need it now!"
Marketing: "Sure, let me just whip up a compelling narrative, design a PDF, and get client approval by... tomorrow?"
The trick here is to create a"content buffet." Think of it as an all-you-can-eat spread where sales can pick and choose the content they needâwhether that's a snappy one-pager or a big case study. Everyone leaves happy and full. đ˝ď¸
3. Blame game? Not anymore đŻ
Sales: "The leads from marketing are cold."
Marketing: "Sales isn't following up on our hot leads."
Instead of pointing fingers, think of it as a team sport. Maybe a monthly "alignment meeting"? Marketing brings data on lead quality, while sales share feedback on what's working in the field. Track every lead to the source - did it come from Google, LinkedIn, an ad or word of mouth?
4. Celebrate the wins đ
When a deal closes, itâs not just a victory for sales. (It's a win for marketing, too! Written by someone in Marketing). After all, they're the ones who nurtured that lead with blog posts, social media, and webinars. So, why not celebrate together? Ring the bell, pop the Champagne. Thatâs why thereâs Champagne in the office fridge right?
5. Get on the Same Page đ
Sales and marketing arenât often in the same book, never mind on the same page. A great idea to bridge this gap is to have an "Appreciation Day," where marketing shadows a salesperson for a day and vice versa.
No more Chandler Bing moments of "What job do they dooo?" Not only does this build respect for each otherâs roles, but it also allows both teams to understand each other's challenges and workflows better. If marketing gains a clearer understanding of the sales process, they can create more tailored materials.
..And if sales understand what marketing does, they can share those light bulb ideas.đĄ
6. Share the goals đ
The best way to unite sales and marketing is to share common goals. If marketing's goal is to generate 500 leads, but sales is tasked with closing 200 deals, there's a disconnect. Align on targets that matter to both teams.
Sales and marketing might seem like an odd couple, but together, they're unstoppable.
Until next week, folks. đ
... as per, if you wanna talk about all things digital sales rooms (you know you want to) book a quick call with our awesome AE's đş Ali Chrisp and đş Olivia Whitworth. P.S. Know a colleague who'd benefit from these insights? Forward this newsletter!
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