This week's chapter is an exciting one, and covers a topic I am personally connected to.
The one-two punch of sales and marketing.
There is no duo more powerful.
And here is why.
Part 5:
In Part 5, we explore with Matt Joy how to maximise the valuation of your business through Sales & Marketing alignment.
Watch this quick video below.
So, let's dive into it.
Do any of the following resonate with you?
- “Sales and marketing operate in silos. They each work separately with little collaboration”
- “Sales and marketing track different metrics. , so we’re not aligned on success”
- “Marketing does not generate us any leads.”
What is the role of marketing?
Ensuring seamless collaboration between sales and marketing to drive conversion and efficiency.
Matts Suggested 3 Questions to Ask yourself:
- Why not commence an organisational health check-up on your teamwork? Responsibility is first to senior leadership team colleagues, not to reports. This team is responsible for all results once you become non-executive and focus on advocacy for your business.
- Why not develop a cross-KPI responsibility, so that team players are rewarded effectively for contributions outside of their specialty?
- Why not interest your sales team in positioning and marketing education? This way they can link strategy to message to maximise their context and performance, whilst also improving teamwork.
So, where to start?
Marketing action items you must implement
1. Customer-Centric Messaging:
Unified storytelling across both teams ensures a seamless buyer journey. This needs to be based on customer interviews and market and competitor analysis. The output here needs to be a set of agreed core messages that can be used clearly, concisely and consistently across sales and marketing. Ensure that the sales team are actively involved in the development of this messaging so that everyone is aligned.
2. Aligned Sales and Marketing Metrics that Directly Impact Revenue:
- Number of leads
- Number of leads that result in proposals
- Number of leads that result in signed clients
3. Sales Enablement Materials:
Marketing to provide case studies, whitepapers, and sales scripts that help close deals faster. A great starting point is to look at the aligned sales and marketing metrics (as above) and identify where marketing material/collateral could support the increasing of conversion rates. This will form the priority types of content required of marketing to provide to sales.
Have a question on how to put these steps into play?
All you have to do is Ask and we can help you.
Don’t forget to take a read of the previous chapters of this series.
With Ask Marketing you can hire a senior marketer, for a fraction of the cost of a full time resource.
Ask was founded by sisters Alexandra & Stephanie King in 2017.
Now with clients in Sydney, Melbourne & Brisbane, B2B and Services Companies come to us for Australia’s Leading Fractional CMOs.
We place an Ask Marketer in your business to lead your marketing in a part-time capacity, ensuring you get the expertise of a marketing leader while keeping costs efficient and flexible.
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