Good sales is a team sport, and working together, sales and marketing can be a powerful force for your business. As a marketer, I’ve helped sales take a corporate account from non-existent to closed in less than two months. I’ve worked with sales to position a product at the forefront of a trend that continues to drive sales today. And I’ve seen the ugly consequences of sales disconnected from marketing.
But working together, sales and marketing are like the peanut butter and jelly of your bottom line, making revenue more frequent and more profitable. The real trick is coming up with effective, non-invasive ways for ensuring this partnership happens. So I’ve come up with a list of tactics I use to get marketing and sales better aligned to boost sales and profits.
Extend an Invitation
The most powerful way I’ve seen sales and marketing work together is by inviting marketing to existing sales status calls to learn and ask questions. For example, a target who was a casualty of the Great Recession was mistakenly kept on the sales pipeline list and sales passed her by, since she was no longer at the company. As a relationship marketer, I asked, “Where did she land?”
This question and a close partnership with a salesperson resulted in a new corporate client in less than two months that would not have happened otherwise.