Eight more tactics to improve sales & marketing relationships and results


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We’ve addressed sales & marketing collaboration in the past, and it’s becoming more and more important by the month to driving integrated sales pipeline velocity, conversions and success.

Below are eight more tactics we’ve seen market-leading companies (and particularly the marketing organizations) employ to improve relationships and results with sales.

1. Focus on closed business, not just leads
You need an “all for one” mentality that the sales team’s goals are your goals, and anything you could do to achieve them is fair game.

2. Attend sales meetings & sales management meeting regularly
Make yourselves part of the team, not just by attending meetings but participating, presenting regularly, interacting w/ the sales team, etc.

3. Sit in the middle of the sales team as much as possible, and walk the floor a lot
Maintain a constant presence, both so they could see that you are focused on them but also to get feedback, hear what’s going on, etc. I can’t tell you how much you’ll learn simply by listening to phone calls around you – good, bad and ugly, it’s all opportunity to improve.

4. Design & execute internal sales promotions
I’ve seen many marketing teams literally plan & execute many of the inside sales promotions, including how they are promoted, marketed/launched, how the rest of the company occasionally gets involved, etc. Great way to demonstrate collaboration with sales leadership and drive results.

5. Be highly proactive in recommending ideas to increase efficiency & output
Because you’ve developed a good relationship and rapport w/ the sales leadership, you’re able to make recommendations and help drive implementation of productivity improvements, daily task/activity management best practices, etc.

6. Drafted call scripts & email templates for lead follow-up
Take into account the full sales process and do as much as you can to enable the full conversation, follow-up, etc.

7. Interview top reps to get best practices
Talk regularly with the top reps, new reps, team leads, etc. to see what’s working, what isn’t, what they needed, etc.

8. Hang out with them after work

I remember back in the day way too many Bud Lights and plates of nachos at The Pumphouse in Bellevue (an awesome bar across the parking lot from one start-up I worked at), but we invested in the relationship beyond the office so we would have credibility when it really counted.

Curious to hear what you may have done as well to strengthen sales & marketing relationships.

Republished with author's permission from original post.

Matt Heinz
Prolific author and nationally recognized, award-winning blogger, Matt Heinz is President and Founder of Heinz Marketing with 20 years of marketing, business development and sales experience from a variety of organizations and industries. He is a dynamic speaker, memorable not only for his keen insight and humor, but his actionable and motivating takeaways.Matt’s career focuses on consistently delivering measurable results with greater sales, revenue growth, product success and customer loyalty.


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