Is having a structured sales team in the digital marketing world really a must?
Sales in digital marketing have constant challenges. The more you deliver as a marketing agency the more you understand the sales aspects and its specifications. Carolyn Lowe discusses structure and processes in sales concerning digital marketing agencies in this expert sales interview, hosted by John Golden.
This expert sales interview explores:
- Finding the right fit/hire for sales in the digital marketing world
- Fine lines between sales and digital marketing
Representing a brand
In a digital agency, you need much more of someone who is a hunter, not a farmer. A variety of tools are used in the digital world, and Carolyn’s agency is starting the complimentary webinars about Amazon, Facebook, Google Advertising to help people bring them closer to those techniques. The sales aspect determines who you want to work with and how to find your target market. An agency should develop the right formula for hiring and afterward, training. Sales training and sales assessment make quality hire because digital agencies usually have a sales team of one or two people. These people should be micro marketers. They should know the brand they represent.
Sales is a team you need to own internally because a salesperson needs to be passionate and strongly believe in the brand they present. This way you can find the right customers. In rare cases, sales can be outsourced.
Lines between sales and marketing are blurred, so the answer lies in collaboration and synergy between those two. Marketing and sales could have different ideas but the agencies should work on that. Awareness about the target audience, messages shared across, mission, and vision, is something that everybody involved needs to have and know that. It’s the core. Transparency across the organization is of the utmost importance. Sales should not be trying to sell but to help someone, and that right there needs to be a mentality you go forward with.
To build trust and long term relationships with the customers is a challenge but a necessity. 7-8 years ago marketing and sales were entirely different islands. But today marketers become salespeople and vice versa. E.g. When a marketer runs a Facebook ad, receives a sales call and jumps on it, having the right answers is better than having to tell “oh, let me find someone to answer you that.” It speaks more about your business. That way, when synergy happens, conversion rates are higher, and the saying “quality over quantity” is a true statement.
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.