I’m Stuart Nessel, VP of Business Development at Tactical (let’s connect on Linkedin!). In 2019 I was offered the opportunity to become the head of our sales organization. From this top-level view, I’ve had exposure to one of the most crucial benefits of a well-run team: collaboration between sales and marketing. It’s opened my eyes. With these departments working in tandem instead of isolated silos, they could suddenly accomplish new and great things. For many years I was just a soldier on the sales team. I would execute personal processes to find and close deals, never thinking about the broader ecosystem of sales and marketing, or how it worked; I just followed the program. And while there’s something to be said for the consistency of hitting quota, quarter after quarter, I never saw the big picture and how it could elevate my performance. I just hit my numbers, and life was good.
But it wasn’t great.
One of the most crucial benefits of a well-run team: collaboration between sales and marketing
There are Three Areas Where Sales and Marketing Alignment Are Critical to Success
If you have a great marketing team and a great sales team, you need to ensure they’re talking to each other. Weak organizations often don’t understand how different marketing and sales can be, so they don’t conceptualize how much reliance there is on their separate specialties.
Regular meetings, weekly or daily, improve communication, and promote creative solutions. I quickly learned that by communicating to the marketing team what our customers are responding to, they’re able to tailor their messaging for greater success. I share the pain-points I hear about from prospects and clients, and our marketers keep our strategy relevant. But I also want our clients to feel heard. I want them to feel like I have every solution in my back pocket. To do that, I need something to back up what I’m promising. By listening to the insights our marketing team pulls from data analysis and marketing automation tools, I better understand our customers before even getting them on the phone. Through thoughtful and timely marketing, we provide a tangible display of our abilities.
Success in one department breeds success in the other.
Sales and Marketing need to know about each other’s initiatives, from start to finish. That way, goals are aligned, and they work towards a shared purpose rather than being at odds.
If our sales goal for the quarter is to double the budget of our current deals, then our marketing should focus on our broad range of services and the channels where we already connect with clients. An example from our organization:
Many of our current clients are loyal to our email marketing services but are unaware that we are a full-service agency providing much more.
- Analytics and Attribution
- Content Development
- Graphic Design
- Process Development and Optimization
- Market Research
Marketing can now put the plan into action with confidence that their efforts will be beneficial to sales metrics. The sales team knows that the marketing team has their back with new incoming leads.
When MQLs are touched-on right away, the opportunity to set meetings and turn them into customers increases exponentially.
Alignment at each step of marketing and sales initiatives allows the conversation to flow seamlessly from the hands of marketers into the care of sales experts. If you are a sales leader, I urge you: teach your marketing and sales teams to work together. This way, you will deliver a cohesive message to prospects and clients alike, build confidence in your people, and help you to achieve your sales goals.
If you are a sales leader, I urge you: teach your marketing and sales teams to work together.