As we continue to explore the value of the new sales team, or sales marketing alignment, let’s get practical. Some companies are not in a position to hire new people just to build a fully integrated team. In fact, some companies will find it difficult to make structural changes at all.
Even if you don’t create a team of employees that is equally adept in sales and marketing, give both groups the information they need to work together. As a marketing leader, it’s up to you to provide your sales team with the tools they need to help you reach your goals. This co-working will result in greater success for both teams.
Create a marketing toolbook. It’s that easy. Make a short, digestible document that tells your company’s salesforce the direct ways that marketing impacts sales, and vice versa. It should include key marketing goals, terms and strategies that can be applied to sales. Don’t shy away from numbers, either. Sharing data and analytics with your salesforce will help them understand who visits your website and why, and how to make the most of it from a sales perspective.
A marketing toolbook will be worth the effort, because your salespeople will better understand your target and convert more sales with a bit of marketing insight. Be sure to outline what they need to know when it comes to life cycle, marketing-driven conversation prompts and brand voice. Soon, you’ll see the brand messaging strategy you worked so hard to create come to life. Your sales team will personify and deliver it in real ways to customers every day.
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