How Sales and Marketing Teams Can Work Together and Play to Win
Recruit the right fans
When sales and marketing teams aren't working together, you risk having a stadium filled with people wearing another team's jersey. Marketing can spend a lot of money to attract the wrong type of prospect, resulting in wasted money, time and effort. On the front end, make sure that marketing has a clear profile of who you're targeting. Have sales and marketing work together to develop client profiles to ensure that you put effort into generating high-quality leads.
Watch the playback
Sales and marketing teams can improve game-time performance when there's a system for reviewing wins and losses. Create a standardized process for input on leads that goes beyond sales "liking" or "not liking" a lead. When sales teams provide quality feedback, marketing can quickly make adjustments or changes in messaging or lead channels. Define your market with sales and marketing on the same page and make sure that sales follows up on every lead so they can provide feedback on where they win deals. This will be a lot of work initially as you look to clearly define your profiles. In the long term, you'll improve the quality of your leads and lower the costs to acquire them.
Beyond the victory lap
Once you have sales and marketing aligned, develop a playbook for ongoing success. Use a common interface so that sales and marketing teams can share information. Unify sales and marketing by clearly defining best practices that function as a standard playbook for all. Leverage automation to ensure consistency and repeatability.
For example, use your CRM system to automate your best practices and sales workflow. Doing so can provide a common interface so that teams have access to the same information (e.g., lead channels and prospect behaviors), ensuring that there's the opportunity for feedback and a cohesive plan. Finally, make sure that your teams meet as a group on a regular basis so that you can be nimble and respond to trends. Sales and marketing alignment really comes down to each team understanding the other's role and working together to drive overall success. Your teams will be stronger and the results will show in your bottom-line scorecard.