Your sales and marketing teams are your most important link to your customer and target audience preferences. When sales and marketing work together, things move faster, there’s less confusion and you ultimately sell more. There are 3 main areas where sales and marketing needs to align themselves:
- Market segmentation
- Strategy, process and planning
- Opportunity management
Here are some ways that these teams can work together more effectively in these areas to create sales and marketing alignment.
This is the first and most important part of alignment. Group your past customers and prospects in identified segments based on the data that details past conversions, rejections and sales conversations. Use that data to construct a message that speaks to each individual group, focusing on the pain points and varying levels of commitment (funnel, appointment, opportunity, etc.). This type of segmentation allows you to create a targeted focus for each group instead of using a one-size fits all approach which probably won’t be successful.
Strategy & Planning
In order to launch a successful campaign, sales and marketing need to be on the same page. You need to know what makes your customers and prospects react positively and which marketing channel they are most receptive to. Sales business intelligence tools, like Salesvue for Salesforce, can help you figure out what’s working, what isn’t and why. In effect, marketing can craft a better message and sales can deliver it in the best possible way.
Opportunity management refers to the process of tracking and managing new sales opportunities from current customers and prospective customers to the time the opportunity is generated in the pipeline to conversion. You need to be know how to manage that opportunity and what tactics to use to bring the deal to a close.
Here are a couple of ways you can manage opportunities more effectively:
- Track and score leads: Based on prospect behavior, track and score your leads to determine whether they are highly likely to buy or if they intend to buy, but at a later date. Sales business intelligence tools will give you a snapshot of how they are responding to your campaigns and what they are doing on your site.
- Measure marketing impact: Part of the strategy and planning aspect is calculating how many selling opportunities are generated from a marketing campaign. If several opportunities open up, you know that the campaign is working well.
- Focus on prospect/customer behavior: Understanding your prospect or customer preferences can help figure out how they will react and this helps you determine the next best course of action. See what course the prospect or customer has taken from discovery to making initial contact, and then see how their commitment progresses. You can group the behavior into different stages of the pipeline based on this data.
Salesvue for Salesforce enables teams to work faster and smarter. Thanks to Salesforce, both sales and marketing teams have easy access to the data they need, and every interaction and transaction is updated in real-time. Salesvue integrates easily with Salesforce, so you don’t have to worry about losing contact information or data either. Make more calls, automate tasks and measure the success of each campaign with Salesvue, which helps create sales and marketing alignment.
For more information, request a personalized demo today.