Sales and Marketing alignment is not new, but it has acquired a dot-com-era moniker: Sales and Marketing 2.0. One should look past such hyperbole, but marketing and sales departments should not ignore some of the newest best-practices for creating a strong, collaborative revenue engine.
The following seven steps will help organizations fuel that engine; these recommendations, based on simple yet powerful best-practices, will help align sales and marketing teams much more effectively.
1. Bring together personas and buyer profiles
Content marketing is an ascendant trend in marketing right now, and it has spawned the need to map content to lead-generation campaigns; that mapping needs to be based on personas associated with target markets, as well as on segmentation and buyer behavior.
Similarly, Sales 2.0 (and the complex sale) is a dominant trend in sales, and it requires creating buyer profiles. One "small" problem, however, is that Marketing and Sales don't merge the personas and profiles together; as a result, campaigns produce lower-quality leads and inefficient sales processes.
Get with your sales team right now and share your personas. Map out buyer profiles from the sales team, and commit to bringing Sales a new set of personas that addresses lead generation and nurturing at different stages of the customer lifecycle.
Almost immediately, you'll achieve greater success in your nurturing programs, creating a no-lead-left-behind mindset that ensures both Marketing and Sales play a role in the nurturing process.
2. Work together to eliminate Sales and Marketing waste
Take the first step (it's free).
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