All successful organizations know that to enable sales and marketing they need to speak to each in order to have a comprehensive understanding of the sales landscape. One cannot survive without the other. But, we still see disconnects between sales and marketing teams every day. That is why we’ve identified the essential transactions of information that need to happen between sales and marketing:
Marketing team’s responsibility:
- To create collateral for the sales team that will help prospects make educated decisions.
- To gauge prospect engagement and interaction with marketing materials to provide feedback on which collateral is working and which isn’t.
- To provide information on which pages and posts are most visited on their website, along with referral sources (successful marketing channels).
- To send over the list of marketing qualified leads based on collateral downloads.
- To share current lists of potential prospects based on downloads or engagement interactions.
Sales team’s responsibility:
- To provide feedback on primary prospect pains and needs.
- To create lists of verticals or target markets that work for the organization.
- To share key sales points that lead to a sale.
- To provide current lists of qualified prospects who are in their pipeline.
- To share the primary sources of their prospect list (channels).
- To share examples of efficient, successful deals and their process.
Mutual responsibility:
- To collaborate on consistent messaging, story, and branding.
- To be accountable for delivering the information above.
- To identify ways to collaborate more efficiently.
Some of these might be simple, but you’d be surprised by how often this information isn’t passed along to the corresponding teams. How many missed opportunities could your organization have lost because this information wasn’t available on one end or another?
Sales and marketing efficiency is dependent on the collaboration and interaction. Use this checklist as a guideline for your organization in your future to see more leads and deals come in and provide that perfect sales message.
Want insight into whether your sales and marketing teams are providing the right message to the right person at the right time?
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