Collaborating With Sales for Sales
I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it's not, "how do you get sales to do what you want?" it's "how do you give sales something they want to work with?"
The premise of bottom-up marketing is that we marketers are only half the equation. Yes, our skills and expertise are critical to the campaign design and architecting process. But for the sales funnel requiring a closer, we must turn to the experience of our sales and CSR teams to understand the traditional process our business has used to convert leads to customers.
When a marketer asks the question, "How do I make sales do their job?" I immediately know this is an organization where marketing and closers are firmly pitted against one another and conversations and collaboration are a thing of the past—if they ever were. It's a terrible question and says much about how you see yourself and your department in the sales funnel. If this is you, prepare yourself for a chewing out.
Resolution of discourse comes only where there is conversation and compromise.
Identifying prospects and warming leads without the input of the very people who close those leads is like writing a script without considering the audience. Oh sure, you can do it, but how many people from your audience will buy a ticket to your next event if you write only for yourself?
We marketers know better than to act as an audience (focus group) of one. Our job is to develop content for our mass audience. The people within our business with the best understanding of our audience is the closing team. Our closers, be that sales, CSRs, or another department, has a front-row seat to what our customers need, want, and require, and you would do well to pay attention.
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Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.