[vc_row][vc_column][vc_column_text]Marketing’s mission is to create leads for the sales team or online purchases. Everything supports this mission.
Especially in selling complex services for elder-care and aging adults, marketing needs to know the sales process intimately.
So, why are sales teams often left out of marketing?
Your sales people know what potential customers need. Sales is a goldmine for marketers.
Get everyone working together. Schedule a kick-off meeting to build a better marketing calendar.
Agenda: get sales and marketing on the same page
Below are exercises and questions to to pose to sales and marketing. You can tackle these in a series of lunch meetings, or set aside one day for an in-house workshop. (If you want to have me facilitate your workshop, contact me here.)
Let the sales team to map out their sales process
Ask the team to role play conversations in initial sales call. Then, role play the follow-up calls and review email conversations. Finally, role play personal meetings.
Search for opportunities. Ask the sales team:
- What are your quantitative targets for key activities and closes, and how do you reach these?
- What are the first questions prospects ask?
- Who would be on your “dream team” for a sales call?
- Where do prospects get confused?
- Where do prospects balk or drop out?
Your company’s “prospects” could be potential customers, their caregivers, referring professionals or funding sources.
Now, ask the marketing team to map out lead generation
Start with awareness, which is the top of the funnel. Move to qualified leads or the checkout page, which is the bottom of the funnel.
Ask the marketing team:
- What are your quantitative targets for leads? What are marketing’s key metrics, and how do you reach these?
- How does the marketing collateral — print and digital — move the sale forward at each stage?
- Does marketing support the process from beginning to end?
- Where are gaps — in the process or in opportunities/objections — that marketing can fill?
- Do the messages in the collateral support the sales process and the brand?
The goal of these exercises is discovery, not critique
Set ground rules for the working session that respect everyone’s time, opinion and contribution. Secure commitments to deliver on the action plan and next steps.
Hold both teams accountable to targets and teamwork
The marketing team should have quantitative goals, just like the sales team. (If you want to read more about how to hold the marketing team accountable, Kissmetrics has ideas for you.)
Keep the momentum going with weekly 1-hour updates between sales and marketing. If the teams can’t meet together, at least the managers should meet. The agenda is simple: one hand knows what the other hand needs.
Generations Now can get your teams on the same page.
Let us lead a workshop to mine the gold in your sales team, inform the marketing calendar, and strengthen messages and collateral materials.
Contact us and let’s talk about a Sales and Marketing Workshop.[/vc_column_text][/vc_column][/vc_row]