'MarkSales': What Organizations Can Learn From the DevOps Movement
This is where sales ops managers and marketing leaders come together to generate better business results both immediately and long-term. For MarkSales to work, there needs to be at least one person who is tasked to:
1. Consolidate sales content. A MarkSales representative ensures relevant case studies, whitepapers, customer testimonials, and sales-related statistics are available in a content library for everyone in marketing and sales to reference.
2. Determine who the right buyers are. Many times, there is misalignment in the leads marketing acquires and the audience sales hopes to capture. MarkSales teams should set specific parameters for the types of customers they want to target.
3. Create a consistent customer experience. The language you use and the value proposition you offer mustn’t change as prospective clients progress through the sales funnel. This ensures a smooth hand off when marketing sends leads to sales.
4. Develop a transparent funnel. MarkSales leaders should clearly communicate how marketing acquires and nurtures leads, and how sales pitches the client, generates rapport, and closes the deal. This enables marketing to understand how sales works and vice versa.
5. Task marketing to indirectly sell. MarkSales helps rearrange priorities and coordinates who will be responsible for driving leads, developing cold email drips, creating sales collateral, or generating buzzworthy PR that gives buyers confidence in your brand before they even reach the sales pipeline.
6. Challenge sales to leverage marketing’s strengths and support its weaknesses. Marketers have a ton of highly specialized skills, such as capturing leads at volume, which sales can use to its advantage. That said, sales should step in where marketing falls short to fill out the perfect sales funnel.
7. Alleviate stress and actively improve processes. With the help of MarkSales, workers become more productive when MarkSales reps implement time-saving tools like content collaboration, take care of administrative responsibilities and manage office politics. This allows marketing and sales professionals to spend more of their time doing high-impact work to fatten the bottom line. In addition, sales teams should have direct access to high-impact marketing materials to help them better capitalize on leads when they are “hot.”
In a series of articles about DevOps for IBM developerWorks, Gene Kim wrote, “After benchmarking over 1500 high-performing IT organizations, I found that they were 5 to 7 times more productive than their non-high-performing peers.” Today, many successful technical teams thrive thanks to strong DevOps leadership. Just imagine what marketing and sales teams can accomplish when they leverage MarkSales and unite for a common goal.
How does your organization successfully marry marketing and sales?