How to Align Sales and Marketing to Generate Revenue Growth
Despite increased efforts over the past decade or so, marketing and sales departments often operate in silos. With little to no interaction between the two. While it’s a common practice among traditional business structures, it doesn’t necessarily make it the right one.
We’ve seen it firsthand—some of our most successful work has come from working with our client’s sales team. But why?
Why Should Sales and Marketing Work Together
The answer is relatively simple—because a large part of marketing is all about generating sales and increasing revenue!
When our agency works with sales teams, we can identify if there are any leaks in the sales funnel and how we can support sales reps with closing deals. And on the other hand, sales teams can inform us on conversations they have with prospects—such as what their pains and problems are—which can (and should) directly guide the type of content your marketing team puts out there.
We know that this is easier said than done. However, here are some steps today you can take now to start bridging that gap:
1. Jumpstart Sales and Marketing Collaboration
Marketing and sales should be partners, not rivals.
Right from the get-go, both teams should meet regularly to discuss overarching business goals. Understanding what sales needs to succeed helps marketing create campaigns that are targeted and supportive.
Action Step: Schedule regular meetings to review progress, share insights and data, and refine market strategies as necessary. What is sales hearing from prospects? From customer interactions? What does marketing see regarding SEO updates?
This is the space where everyone can collaborate and share their latest experiences and insights, and plan for ongoing campaigns.
2. Define Your Target Audience (And Share It With All)
Before anything can be done, however, both teams need to be on the same page about who your target audience is. If you're a longtime sales rep at your company, it may be obvious to you, but if your marketing and sales team has been operating in silos, then it’s worth a reminder (or seven).
This means working together to define your buyer personas and identifying common pain points or goals that your business solves.
Action Step: Work together to define your ideal customer and distribute it to both teams. P.S. Make sure it’s a living resource that evolves with customer behavior!
3. Establish Clear KPIs That Matter
While sales and marketing teams can (and should) have separate Key Performance Indicators (KPIs), there are some key ones that matter to both teams.
Are you tracking your customer lifetime value, customer retention, or conversion rate? Better yet, are you sharing these metrics with your marketing team? Focus on metrics that directly tie to revenue, such as lead scoring and the ones above, rather than vanity metrics like social media followers or ad impressions.
Action Step: Have both the marketing and sales teams define 3-5 KPIs that they both agree will drive the bottom line. Discuss this during your regular check-ins to measure your campaigns and sales process.
4. Align Content with the Sales Funnel
It should go without saying; most content created should directly support the sales process. Whether it’s a blog, eBook, or flier for a trade show, it should resonate with a prospect at every stage of their buyers' journey. Additionally, don’t forget your customers in drafting your blogs or social media posts!
Action Step: Collaborate to create a content plan that aligns with each stage of the buyers' journey. Sales feedback should be used to adjust messaging based on what resonates most with prospects.
5. Avoid “Shiny Object Syndrome"
It’s tempting to chase the latest marketing trend—whether it’s a hot social media platform (we’re looking at you, TikTok) or mimicking what your competitor is doing.
While it’s certainly important to stay abreast of marketing trends, be cautious about straying too far from what’s proven to work for your business. Ask yourself, “is this flier really going to help move the needle for my [insert KPI]? Is it a short-term, or long-term tactic? ”
Action Step: Before jumping headfirst, evaluate whether this tactic aligns with your sales goals. Have a checklist in place to determine whether the new idea will actually support your KPIs or if it’s a distraction. Also, having a “wishlist” on hand every meeting is handy as well!
6. Close the Feedback Loop
Since your sales team is on the front lines, they can provide valuable insights into what actually resonates with prospects. At the same time, marketing should constantly refine their strategies and tactics based on real-time feedback from sales.
Action Step: Set up a feedback system where sales can report back on any sales qualified leads, customer pain points, and the effectiveness of marketing materials. Then, use this data to improve campaigns and ensure alignment with sales goals.
7. Invest in the Right Technology
The right tools can make a world of difference in keeping your teams aligned. From CRM platforms to marketing automation, it’s time to ensure that both departments are using systems that work together and provide full visibility into communication, project management, and KPIs.
Action Step: Audit your current technology stack to identify any gaps or leaks. Make sure these tools allow for seamless communication and data sharing between marketing and sales.
It’s Not a Myth—Sales and Marketing Can Coexist
In the end, success between your sales and marketing departments comes down to two things: shared goals and frequent communication. The “war” between marketing and sales has been going on far too long; by following these steps, you can end the battle and generate success for both departments and ultimately, your business' revenue goals.
Looking for advice on how to integrate your sales and marketing efforts? Our team is here to help! Reach out to us today!
Meet The Author
Sydney Fairman, Senior Account Manager
Sydney is a 2018 graduate from Central Michigan University (fire up Chips!) with a Bachelor of Applied Arts in Integrative Public Relations and a minor in Journalism. Prior to joining the RED66 team, she was the Content Marketing Associate at the Law Offices of Barton Morris. Sydney is a huge advocate for SEO, content marketing, and the power of repurposing content.
When Sydney isn’t working, you can find her streaming true crime documentaries, visiting her favorite coffee shop in her neighborhood, hanging out with friends, fiancé, and dog Pudge, and decorating her house. Additionally, she loves attending concerts and has traveled across the country to see her favorite live music acts.
