Bridging the Gap: The Power of Sales and Marketing Collaboration
I’ve had several conversations recently about the need for a strong relationship between sales and marketing. Here’s why:
Precision Targeting: Sales teams have a treasure trove of insights about your company’s ideal customers. Their on-ground experience provides intel to help marketing dive further into customer behaviour and industry insights as well as key accounts. Valuable insights that have the ability to finetune campaigns, so they resonate with the right people, with the right messaging, at the right time.
Messaging Magic: It's not enough to just reach potential clients; marketing messages need to relate with them deeply. Sales and marketing collaboration will identify the topics being discussed across your current and future markets (e.g. on socials, at events, in sales conversations and by industry bodies and influencers); the terminology being used and what is motivating their decisions.
Nurturing Excellence: Generating leads is just the beginning! Nurturing leads through the sales process is where your customers’ touchpoints becomes seamless and leads first convert to sales and then develop into repeat customers.
Loyalty and Advocacy: Another beauty of sales and marketing working in collaboration is that it’s not only customers that are created, but relationships are also cultivated. Repeat customers evolve into ambassadors who then become our strongest salesforce. They're not just buyers; they're brand champions.
Bridging the Gap: In my experience, a marketing strategy that bridges the gap between sales and marketing reaps huge benefits. It clearly focuses on a company’s objectives with sales growth supported by the right types of leads being generated. It helps to nurture leads through the sales funnel, whilst supporting both key account-based activity and customer retention.
In today's fast-paced B2B landscape, collaboration between sales and marketing isn't just a choice; it's a necessity for success.
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Hannah Welch is an experienced B2B marketing consultant, who works with companies to create business growth through strategic marketing. Ask her how she has worked with both global and local companies to develop marketing strategies that maximise sales and growth potential, nurture leads and develop customers into brand ambassadors.