Doing business nowadays requires alignment between marketing and sales teams. In this Expert Insight interview hosted by John Golden, Bryan Phelps discusses five things salespeople can do that will help the marketing team. Bryan Phelps is a founder and CEO of Big Leap, a digital marketing company specializing in SEO, Social Media, Online Reputation Management & Marketing Automation.
This interview explores:
- Building Relationships
- Constructive Feedback
- Continuous Collaboration
We are seeing a lot of changes in all markets. The first thing these two teams need to do is to discuss this shift in the market. Marketing teams usually have a persona created based on the last five years, but now times have changed, and salespeople are the ones who can address people’s current needs the best. Thus, if salespeople communicate accurate information to marketing, marketers will be able to provide the right messaging to the audience.
The second thing is to find ways to build relationships between marketing and sales teams because often there is a big divide between these two. We all like to work with the people we like, so finding time to get to know people from the different teams builds the relationship. Sometimes it is as simple as grabbing coffee together, but it can be beneficial to invite each other to team meetings as well. Inviting each other to the team meetings will help both sides to learn more about the other side’s world.
The third tip would be for both teams to give more constructive feedback. Many times, marketing teams find new sources like paid search or SEO and spend a lot of time and money on it. But, 90 days later reevaluation shows that the investment did not really work, and that is when the blame game starts whose fault was it. By collaborating more frequently, the sales team would be able to give more information about source lead and quality, and the marketing team would be able to adjust it earlier.
The fourth thing is for both teams to continue working together after the lead comes in. Sales teams need to have trust in the marketing teams because marketing teams have CRM and automation tools to automate some of the steps. That way sales still have control over the product and can focus on actual selling, but the marketing expertise helps the process to go way smoother.
The last but not least tip is to keep the CRM up to date. With CRM updated we can see what is the most productive for the marketing team. By marketing teams having better returns and spending more money, sales teams will be able to get better quality leads. In conclusion, from the technical part, both teams benefit from the automation, but from the personal part, both teams benefit from communication and collaboration.
John is the Amazon bestselling author of Winning the Battle for Sales: Lessons on Closing Every Deal from the World’s Greatest Military Victories and Social Upheaval: How to Win at Social Selling. A globally acknowledged Sales & Marketing thought leader, speaker, and strategist. He is CSMO at Pipeliner CRM. In his spare time, John is an avid Martial Artist.