Aligning Your Sales And Marketing Teams

Melissa Brodsky


October 20, 2020

Marketing and sales team looking at a laptop for Workd blog

Marketing and sales. They seem like the opposite ends of the spectrum. Well, they kind of are. In more of a yin and yang kind of way, but all aiming for the same goals. Sure, each team takes a different route to reach those goals, but both are meant to help grow the company through sales.

When marketing and sales work together, both teams are more successful. And bottom line–the company will be more successful, too. 

Why Should Sales And Marketing Team Work Together?

To have a successful company, the sales and marketing teams must work together. Between the two teams, they can develop relationships with customers that will lead to an increase in sales. 

In Addition:

  • It helps create a more vibrant buyer persona for targeted messaging.
  • Marketing materials and other collateral used by the sales team will hold more valuable pieces of information.
  • Content deliverables from the marketing team address the correct pain points and customer questions. 
  • Both teams will have a broader understanding of customer pain points which will help messaging on both ends.

Also read: Building A Strong Company Sales Training Program

How The Two Teams Can Work Together

Marketing teams create awareness around your brand. And, your sales teams communicate with potential leads to sell your brand’s product or service. Their tactics are different, but their end goal is the same. 

By aligning sales and marketing, you’ll create a force to be reckoned with. 

  • You’ll have more qualified leads and sales.
  • Better communication leads to stronger relationships within the teams and with customers.
  • Perfected buyer personas.
  • A competitive edge.
  • Magnificant marketing collateral.

So, how do you get your sales and marketing teams to collaborate and get things done?

If they’ve never been in the same room before, schedule an initial meet and greet. Allow them to get to know each other and explain what you’re wanting to do moving forward. 

From there, schedule recurring meetings to discuss:

  • Who the ideal lead is so both teams are on the same page. 
  • Knowing your target audience will make it easier for sales and marketing to stop nurturing the wrong leads.
  • Creating a customer persona or personas depicting each stage of the buyers’ funnel.
  • Run brainstorming sessions.
  • Content idea collaborations.

12 Important Questions For The Sales Team

For the marketing team to reach the right audience, they need to be in close contact with the sales team. Sales is generally in direct contact with customers, they have insight into what’s going on in their minds. 

Marketers, to learn more about your customers, ask your sales coworkers the following questions:  

  1. What does the sales process look like from contact through close?
  2. How long does the sale take from the initial conversation to purchase?
  3. What do potential customers say about your competitors?
  4. What is your idea of a qualified lead? Who is your target customer?
  5. What are the most common reasons sales won’t close?
  6. What is your competitive edge over the rest of the competing industry? Your secret sauce, so to speak.
  7. Who is your biggest competitor? What do you think they are doing better/differently than you?
  8. What do you think is your potential customer’s biggest pain point?
  9. Are you able to proudly leverage your website to close deals?
  10. What are the most common questions asked during your sales process?
  11. What parts are the hardest to navigate?
  12. Which products sell the best?

In Conclusion

When your sales team and marketing team are working together harmoniously, the benefits are beyond measure. The right leads are efficiently and gently nudged through the funnel helping sales to close. The ROI of aligning sales and marketing is a better company culture. Working together, sales and marketing will help your revenue skyrocket.

Isn’t that what it’s all about?

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