I recently returned from a two-day sales seminar on how to conduct a sales exploratory call. An exploratory call is a 40-minute call with a prospective customer to uncover why they want to change their marketing strategies.
When your sales and marketing teams work well together, it’s like listening to an orchestra perform a symphony and hit every note.
But what happens sales and marketing aren’t in tune? Well, that can be a problem.
A disconnect between sales and marketing can have an adverse impact on leads, sales, and revenue, not to mention less tangible, but no less important things like employee morale.
In this article, we’ll look at why the rifts between sales and marketing teams happen, and what you can do to repair them.
Do you have a closed loop between marketing and sales? If not, you might be leaving revenue on the table for someone else to collect.
What is Closed loop marketing? Basically it describes a system in which your sales team and your marketing team work together using the data marketing gets from its analysis to qualify leads and generate higher quality leads. It holds both groups accountable for follow up, and gets them to align their goals.
Here are the four steps of the process, as explained by the software and marketing company Hubspot:
Step 1. You Have a Visitor
Your website gets a visitor, and a cookie tracks their actions and allows your sales and marketing teams to trace them to their original source, whether they arrived at your site via social media, a web search, or by simply typing in your URL.
This lets you know how different marketing efforts are doing and adjust accordingly. If you make your website the hub of all your inbound marketing efforts, you've begun to close the loop.
You should also create a tracking URL for every marketing campaign directing traffic to your site, in order to get a better grasp on where visitors are coming from.
I have some very good relationships with a number of manufacturers across the United States. Over the years, I’ve noticed one recurring event which seems to play out, time and time again. I’ve noticed that they all rely very heavily on a “boots on the ground” approach to generating new business. When they want to grow their company, they turn to their sales teams and ask them to bring in larger accounts and more of them for their company to service. To help their sales team, they supply them with cold-call lists (based on SIC codes) and they also send them to trade shows all over the country. Neither of these tactics work very well, because they lack strategy.
When Business Is Down, Management Looks At Their Sales Teams.
They scrutinize their salespeople’s daily activities and lack of work ethic. Management quickly comes to the decision that the poor overall sales numbers mean that somehow their organization has become infested with poor quality salespeople. Normally, management focuses their indignation on one or two sales people that haven’t posted good years. In short, sales people are never able to generate enough business to make management happy.