The Ultimate Guide to Sales and Marketing
Puppies and the park.
Beach days and ice cream.
Some things just obviously go together — but what if I put sales and marketing together in that list? Would you still think they worked better as a pair?
More than likely, you haven’t quite considered your sales and marketing to be the “peanut butter and jelly” of your company. But, sales and marketing alignment is more critical than you think.
Simply put, alignment between marketing and sales is really about focusing on the customer — and, today, the customer’s buying behavior has changed significantly.
Fortunately, the better you can align your sales and marketing teams, the more likely you are to delight a prospect. In fact, organizations with tightly aligned sales and marketing teams are 6% more likely to exceed revenue goals.
Here, we’re going to explore why sales and marketing matter to a company — and, equally importantly, why they matter together.
Definition of Sales and Marketing
Marketing is the process of getting people interested in your company’s product or service, while sales encompasses any activities involved in selling that product or service to a consumer or business. One cannot exist without the other. You cannot sell without initially igniting interest in the consumer through marketing, and you cannot be a marketer without having a team prepared to sell the product once you’ve captured a consumer’s attention.
To start, let’s explore the advantages of both sales and marketing to your organization.
Sales is ultimately critical to your company’s bottom line. You cannot have scalable growth without an impressive sales team. At its most basic, your sales team’s goal is to first qualify prospects, reach out and build relationships with them, and ultimately, provide a solution that will benefit the prospect. When done well, a sales transaction results in a sale, a satisfied customer, and revenue for your company.
For sales teams to excel, your salespeople must be invested in the success of your customers. They must understand your prospects’ pain points and obstacles, and demonstrate how your product or service is a solution — the best solution — to those problems.
Alternatively, marketing is all about igniting interest in potential consumers, and telling the world your company, and its products or services, exists. Marketing uses both emotion and analytics to reach an audience, and convert curious viewers into qualified leads.
Here’s the thing, though — today, a buyer isn’t following the traditional “marketing to sales to customer” funnel.
Instead, each individual prospect follows a unique path. One prospect might know they want to purchase your product before even speaking with a sales rep, because they’ve already been convinced by your Instagram account.
Alternatively, another prospect might speak with a sales rep first, and then require additional marketing in the form of webinars or blog posts, before closing the deal.
Your buyer has unlimited information at her fingertips — she can check out your Facebook page, blog posts, website, and customer product reviews before even speaking with a sales rep.
When a prospect who has already read thirteen customer reviews gets in touch with your sales rep, she’s going to require a different conversation than a prospect who’s only heard of your company from a Facebook ad.
That is why your marketing and sales teams need to be in tight alignment — because your buyer needs to be communicated with, and sold to, wherever and whenever she wants. The traditional sales and marketing tactics no longer work.
This article originally appeared in Hubspot.com March 2021 edition.