Convert Quicker By Aligning Sales And Marketing

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Convert Quicker By Aligning Sales And Marketing

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If you’re dedicated to success in sales, then you’re doing everything you can to generate more meetings, more deals – and more value.

It takes a lot of salespeople years to realize there’s a brake being pumped on their success, though.

This brake isn’t the economy, the supply chain or even your tough-to-reach prospects.

This brake is actually inside your own company.

It’s the misalignment between sales and marketing. And every day, it’s killing deals.

Whether you’re receiving your leads from marketing or you are the marketing department and sales department for your company, you’ll want to make sure your sales process is aligned with the material your marketing is communicating. In the best teams, marketing and sales work together to eliminate objections before they’re spoken, prepare prospects to buy before the first meeting, and generate referrals before the sale is made.

To learn how to better align our sales and marketing efforts, we sat down with Tim Butler, founder and CEO of Innovation Visual. He works with sales and marketing teams to get back on the same page so they can sell more and serve more. He shared with us the exact system he uses with his clients to supercharge their sales results.

Because we’re trimming hope from our sales strategy, we’ll use the acronym TRIM to guide us through creating a system with a trigger, ensuring it’s repeatable, building in ways to improve it and of course, ensuring it’s measurable and getting us results.

T – Trigger: Tim said that the trigger for getting marketing and sales aligned is simply to ask: Is there a process and regular communication between sales and marketing? If not, now is the time to trigger this system.

If it’s been a while since you assessed what your ICP looks like and ensured your marketing messages were speaking to that person’s needs and goals, then it’s another indicator to trigger this system.

R – Repeatable: The first step in aligning marketing messages to assist sales efforts is to start with hard data. Because sales and marketing are each proud of what they do, there’s a tendency for ego and subjective opinions to enter the picture. If you can show there’s a clog in the sales pipeline and that it could be addressed earlier in the sales cycle by marketing’s efforts, you’ll want the proof to back it up.

The second step is to move from quantitative to qualitative data. Sit down with marketing and find out where the misalignment is in marketing’s messages and your sales process. If your ICP has shifted, it’s imperative to inform marketing so they can adjust their messaging.

Alternatively, if you’re seeing a steep attrition rate in the leads marketing is providing, you could both work to identify some reasons why and ensure marketing’s messages are addressing those issues sooner in the sales process.

Third, take those problems you’ve identified and work with marketing to craft solutions for your prospects. Prospects may need questions answered sooner or more social proof before meeting with you. Align what you’re seeing on the ground as a salesperson with the messages marketing is sending out.

I – Improvable: To improve the alignment between marketing and sales, Tim advises salespeople keep an active view on any changes marketing rolls out to their messaging. It’s much better to give active feedback earlier in a campaign, because waiting means you’ll be sifting through leads that aren’t your ideal clients.

Moreover, “improvable” means fine-tuning your marketing strategy based on feedback from the sales team. This includes adjusting lead scoring models, refining messaging to better align with the target audience, and creating content that addresses objections. By continuously iterating and optimizing the collaboration, you can ensure that marketing delivers higher-quality leads, resulting in shorter sales cycles and increased revenue.

M – Measurable: To measure the effectiveness of your alignment with marketing, measure the engagement your prospects have with your marketing material. If you’ve provided feedback that marketing is incorporating into their videos and messaging, is it creating more time-on-page, increased views, and more social media shares?

Another way to measure success is to look at the higher-margin products and services you sell and ask if your new alignment is making an impact on them.

When we can align sales and marketing, we’ll shorten sales cycles and increase the value we’re delivering to the people we’re here to serve.

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