By integrating targeted marketing campaigns with our sales outreach, we created awareness, warmed up prospects, and perfectly timed our sales engagements. Simultaneously, sales teams fed objections and other blockers back to marketing which inspired the creation of high-conversion content. This approach led to faster adoption and decreased sales cycles.
In many of the discussions I’m having with companies today, executives believe they need more salespeople. However, in reality, their current sales teams are not fully utilized. What they really need are winning tactics for each stage of the buyer's journey and to increase their touchpoints with the right messaging.
Pro Tips for Integrating Marketing and Sales
Want your sales working smarter versus harder to convert customers? Here's how:
Think About Your Buyer's Journey: Each potential customer will go through Awareness, Consideration, and Decision. Marketing plays a crucial role in cementing the first two stages, but it can also really move the needle in the third. Know what needs to happen at each stage and by whom to convert leads.
Leverage Omnichannel Touchpoints: In tandem with marketing efforts to drive awareness of both the problem and your solution, statistics show that leveraging multiple channels for sales outreach — including phone, email, and social media — significantly increases conversion rates. (Check out the Agoge Sequence as one example of a leading outbound sales motion.)
Deploy Sales Automation Tools: Tools like Outplay and Gong can help your teams automate and streamline many of the necessary touchpoints, making it easier to manage and track interactions. Set up workflows in your Content Management System to notify sales when a target is engaging with your marketing content. What content/messaging is resonating with that target? Sales should double down on it.
Foster Collaboration and Communication: Ensure that sales and marketing teams are aligned on goals, messaging, and strategies through regular check-ins and collaborative planning sessions. Encourage them to share success stories, insights, and learning opportunities to continuously improve and support each other's efforts.
By following these steps, you can become part of the savvy 8% of companies who are harnessing the momentum of synchronized sales and marketing to drive greater revenue growth.
So, let’s break down those silos, align our teams, and watch the magic happen!
Need some help? Schedule your 30-minute consultation today!
Sources:
1. Forrester Research
2. Hubspot
3. SiriusDecisions
4. MarketingProfs
5. DemandGen
6. Gartner