What stops sales teams from selling
Without revenue, there's no business. It's a fundamental truth for any organisation. During my tenure in corporations, I found great satisfaction in collaborating with the sales team. Let's face it—they're the ones who truly understand our customers and their needs because they are talking to them every day.
Therefore, effective collaboration between sales and marketing is paramount.
Sales can provide feedback on the quality and effectiveness of marketing materials, while marketing can share insights from customer surveys or market research that inform future sales strategies and messaging. When these teams are aligned it leads to more effective strategies, better customer experiences and ultimately, increased revenue for the business.
It also helps when both teams have unified objectives within the business ie:
Raising brand awareness
Increasing revenue
Retaining customers
Entering new markets
So… It's vital to ensure that sales and marketing departments aren't isolated from each other but rather work together seamlessly. This is really the holy grail. Collaboration and integration are key.
According to the Aberdeen Group a strategy and fact-based research company in the States, companies with strong sales and marketing alignment achieved 20% annual revenue growth, compared to a 4% decline in revenue for companies with poor alignment.
Both teams can combine insights to avoid any disconnect that might confuse customers—such as projecting one proposition but behaving in a contradictory manner. I have seen this happen in my agency days and this isn't great for any organisation.
Once you lose customer trust as we all know through our own experience it is not easy to get it back. Over 15 years ago when working on a CEO roadshow for a telecommunications company it was raised that once the customer cancels their plan it can take five plus years to get them back if you are fortunate enough to do so. Something I have never forgotten.
If you want to achieve a more aligned sales and marketing team - I suggest you have a fortnightly sales and marketing catch up. Cover off your results and how you are tracking with your Marketing Qualified Leads (MQL) and your Sales Qualified Lead (SQL).
Marketing Qualified Lead (MQL)
MQLs are leads that have engaged with your business through various channels like your website, social media, webinars, or ads. This engagement indicates the lead is interested in your product or service. This however, does not mean they are ready to buy or talk to your sales team. MQLs still need nurturing and further qualification before they are ready to be passed to sales.
Sales Qualified Lead (SQL)
An SQL is a lead that has visited multiple pages on your website, viewed product pages, downloaded brochures, watched webinars, signed up for your newsletter, engaged with your social media, or attended an event such as a lunch and learn. SQLs are what your sales team should focus on as customers have shown the most intent in purchasing your product or service. They have the strongest purchasing intent.
It is so important to have this regular feedback loop between sales and marketing as this ensures continuous improvement.
I have compiled a list of 20 tips on how to equip your sales team. If you wish to access the list, please add your details below.
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