Sales and Marketing: The Original "Game of Thrones"
Sales and marketing alignment is one of the biggest challenges facing businesses today. With different methods, priorities, tools, and metrics, sales and marketing have been competing for the business
generation throne for years. Let’s take a look at the battle between these two departments and how they might finally find peace.
- House Sales (Motto: "Always be closing").
- House Marketing (Motto: "The leads are coming").
- In the modern business environment, sales and marketing stand apart from other departments. Both are eager for recognition and fierce when it comes to defending their territory.
- House IT (Motto: "Did you try restarting?").
- House Finance (Motto: "You can't except that").
- House HR (Motto: "It's time for you to review").
- Sales and marketing certainly aren’t the only players in the game. Additional houses occasionally compete for power and recognition (and budget!), but are usually more peaceful.
- Like most great battles, the fight between sales and marketing is about territory. Each group is looking to protect their own turf and claim new areas for their own: 1) SEO; 2) Content marketing; 3) Events/
conference; 4) Demos; 5) Cold calling; 6) Reporting; 7) Lead management; 8) Lead nurturing; 9) Computer problems; 10) Benefits; 11) Expense reports.
- Major battles: 1) The battle of reporting. Once a deal has closed, how do you decide, where to give a credit?; 2) The battle of lead grading. Who is in charge of deciding which leads are a good fit?; 3) The battle of
nurturing. Who is in change of nurturing leads to a sales-ready state?
- Let's take a look at what drives a membre of the sales team.
- Motivation: Sales reps are looking to close deals, plain and simple. They want leads and more of them!
- Battle cry: "Let me tell you a little bit about our product"
- Weapons: 1) LinkedIn; 2) Phone; 3) Email; 4) CRM.
- Problem with marketing: 1) Cold leads. "Marketing keeps sending me leads that aren’t ready to buy! It wastes my time."; 2) Bad fits. "The leads I get from marketing aren't always a good fit for our company’s product.";
3) Taking credit. "When I close a sale, they try to attribute it to marketing! They're taking my credit".
- Let’s take a look at what drives a member of the marketing team.
- Motivation: Marketers want to drive more leads and show the value of their marketing campaigns.
- Battle cry: "We had a great click-through rate on last week’s campaign!".
- Favorite tools: 1) Twitter; 2) Email; 3) Analytics; 4) Adwords.
- Problem with sales: 1) Missed ops. "I keep sending sales I solid leads, but they never put the effort into educating them."; 2) Lead bias. "I feel like I am sending good leads to sales, but they always prefer their own leads.";
3) Taking credit. "When sales closes a marketing lead, it’s almost impossible to get credit for it."
Brokering peace with automation
- Despite their differing priorities and motivations, there is hope for peace between these two departments. With features like lead nurturing, automatic lead scoring and grading, and accurate ROI reporting, automation has
the power to finally align sales and marketing to create one cohesive, powerful team.
- Lead grading: Marketing and sales can develop a definition for the perfect lead together and have marketing automation grade incoming prospects by how well they fit your criteria. This gives you the ability to prioritize and
qualify leads while building up detailed prospect profiles over time.
- Lead nurturing: Using drip marketing to nurture your leads allows you to free up valuable marketing and sales resources- without neglecting your prospects. Keep in touch with prospects who are not yet ready to
purchase, providing valuable content and information to move them through the sales cycle.
- ROI reporting: Finally calculate marketing ROI with certainty. Track your individual closed leads back to the campaign that first created them to determine true campaign ROI. Calculate individual campaign costs at any
time and automatically have your opportunity data sync with your CRM.
For more information on how to improve your marketing, visit Pardot.com | Pardot - an Exact Target company.