Aligning Marketing and Sales, a crucial challenge for innovative companies
Posted: Mon Jan 06, 2025 3:31 am
1. Aligning Marketing and Sales, a challenge imposed by the buyer
You have probably noticed: traditional prospecting levers are losing effectiveness month after month.
You now have two options to achieve your goals: increase your efforts tenfold for uncertain results or modernize your sales prospecting strategy based on buyer expectations and behaviors.
Thanks to the Internet and social networks, buyers now conduct most of their purchasing decisions alone . It is therefore important to do everything possible to attract and retain their attention on the Internet.
In this situation, the Marketing department must support the sales department to panama email list provide it with qualified leads , generated directly from your website.
2. Align Marketing and Sales to generate highly qualified leads
If it's not always love at first sight between Marketing and Sales , it's often because there is a gap between the two departments in their definition of a qualified prospect.
What is a qualified lead? Marketing has one answer to this question, Sales has another.
To generate qualified leads from the Internet, it is important to align Marketing and Sales to obtain a joint definition of the ideal lead .
3. Align Marketing and Sales to shorten the sales cycle
In B2B, the sales cycle can last for weeks or even months. It is even longer for an innovative company that must convince a buyer who is often unaware of the existence of a new offer like its own.
To shorten your sales cycle, you must support the buyer in their purchasing process by offering them high value-added content via the best channels that answers their questions throughout the purchasing process.
From awareness of a problem to decision-making and exploration of solutions, the buyer has a variable need for content. To shorten the duration of this reflection and, ultimately, that of your sales cycle, you must anticipate and address the slightest of the buyer's questions.
With this in mind, it is essential that the sales department shares its field experience with Marketing so that the latter can create the appropriate content to feed the buyer's thinking.
4. Align Marketing and Sales to optimize conversion rate
If you're having trouble converting your prospects into customers , it's mainly for two reasons:
Your leads are not qualified enough.
Your prospects are not being contacted at the best time by salespeople.
For the lead qualification aspect, we have already covered it in the previous points. Besides that, to convert your leads into customers, it is important that Marketing passes them on to Sales at the best time.
Aligning marketing and sales: a crucial issue
As we have seen previously, the buyer now conducts most of his purchasing considerations alone. Worse, he only agrees to be contacted by a salesperson when he is making his decision.
To convert a prospect into a customer, the salesperson must contact them only once they have reached maturity.
In this approach, it is crucial to align Marketing and Sales to determine precisely when a prospect is mature and when the salesperson should contact them.
You have probably noticed: traditional prospecting levers are losing effectiveness month after month.
You now have two options to achieve your goals: increase your efforts tenfold for uncertain results or modernize your sales prospecting strategy based on buyer expectations and behaviors.
Thanks to the Internet and social networks, buyers now conduct most of their purchasing decisions alone . It is therefore important to do everything possible to attract and retain their attention on the Internet.
In this situation, the Marketing department must support the sales department to panama email list provide it with qualified leads , generated directly from your website.
2. Align Marketing and Sales to generate highly qualified leads
If it's not always love at first sight between Marketing and Sales , it's often because there is a gap between the two departments in their definition of a qualified prospect.
What is a qualified lead? Marketing has one answer to this question, Sales has another.
To generate qualified leads from the Internet, it is important to align Marketing and Sales to obtain a joint definition of the ideal lead .
3. Align Marketing and Sales to shorten the sales cycle
In B2B, the sales cycle can last for weeks or even months. It is even longer for an innovative company that must convince a buyer who is often unaware of the existence of a new offer like its own.
To shorten your sales cycle, you must support the buyer in their purchasing process by offering them high value-added content via the best channels that answers their questions throughout the purchasing process.
From awareness of a problem to decision-making and exploration of solutions, the buyer has a variable need for content. To shorten the duration of this reflection and, ultimately, that of your sales cycle, you must anticipate and address the slightest of the buyer's questions.
With this in mind, it is essential that the sales department shares its field experience with Marketing so that the latter can create the appropriate content to feed the buyer's thinking.
4. Align Marketing and Sales to optimize conversion rate
If you're having trouble converting your prospects into customers , it's mainly for two reasons:
Your leads are not qualified enough.
Your prospects are not being contacted at the best time by salespeople.
For the lead qualification aspect, we have already covered it in the previous points. Besides that, to convert your leads into customers, it is important that Marketing passes them on to Sales at the best time.
Aligning marketing and sales: a crucial issue
As we have seen previously, the buyer now conducts most of his purchasing considerations alone. Worse, he only agrees to be contacted by a salesperson when he is making his decision.
To convert a prospect into a customer, the salesperson must contact them only once they have reached maturity.
In this approach, it is crucial to align Marketing and Sales to determine precisely when a prospect is mature and when the salesperson should contact them.