Training Industry Magazine - Sales 2016 - (Page 26)

SALES & MARKETING MARCHING TOGETHER By Paul Bilodeau IT USED TO BE THAT THE MARKETING DEPARTMENT LIVED IN THE WORLD OF BRANDING AND BROCHURES, AND THE SALES DEPARTMENT OPERATED IN A SILO WITH LITTLE TO NO CONTACT WITH MARKETING. HOWEVER, THINGS HAVE CHANGED. Prospects and customers with limitless access to information are more in control of the sale than ever before, and that increased level of buyer sophistication requires a tight alignment between the sales and marketing departments. According to a 2013 study by Marketo, when sales and marketing teams are in sync, companies increase closed deals by 67 percent. Alignment can be an ambiguous term, but the bottom line is that if you have a sales process and you're not ensuring that your marketing efforts are linked with that process, you're letting valuable opportunities pass you by. While every business is different, most follow a progression with comparable sales stages. Here's how to get sales and marketing in sync at every stage of the sales process. STAGE 1 | PRE-SALES CALL The first question to answer is whom your sales team is targeting. It may sound 26 obvious, but this crucial starting point is often overlooked. For instance, a sales team may be putting its efforts into targeting CFOs, because that's where the real opportunities lie, while marketing is focused on lead generation to help salespeople meet accountants. Once both teams agree on who their prospects are, you can begin to identify the target market's specific wants and needs and how to acknowledge them through marketing. Marketing can research the drivers and challenges of the ideal customer and develop content that resonates with the right people. STAGE 2 | EARLY DISCUSSIONS A salesperson's personal positioning can actually supersede the positioning of an organization in the eyes of a prospect, so the marketing team should place a heavy emphasis on how salespeople are perceived. When salespeople are positioned as strategic advisors, prospects see them as valuable resources contributing essential expertise. The marketing team can assist with this positioning by writing blog posts for salespeople, helping them craft questions that will act as a catalyst for meaningful business dialogue and developing resources to support sales reps in this probing stage. STAGE 3 | BUILDING VALUE It's common for marketing to arm sales with plenty of product information that communicates to the buyer, "Here's our product, and here are the reasons why it's great!" But an effective marketing department that is in line with the buyer's needs and the sales process will produce collateral that demonstrates how a product or service will solve a buyer's challenges (and how it has solved similar challenges for similar buyers in the past). That type of information is enormously valuable for building credibility, not only because it's

Table of Contents for the Digital Edition of Training Industry Magazine - Sales 2016

Training Industry Magazine - Sales 2016
Perspectives on Sales Training
Table of Contents
Infographic
Four Ways to Increase the Impact of Sales Coaching
Sales Training: Is It Worth It?
Trust Is Dead. Long Live Trust!
The Salesperson's Most Valuable Portfolio: Aligning with What Matters Most to Your Customer
Great Selling Today: Navigating Change
Big Data-Driven Sales Training
Designing an Effective Sales Training Program
Putting the Cart Before the Horse?
Helping Sales and Marketing March Together
Modern Sales Management
What Sets High-Performing Teams Apart
Four Keys to Rapid Behavior Change
Do Your Salespeople Know Where They're Struggling
Banish the Other Four Lettered F-Word
The Secret of Sales Enablement
What's Online
Company News

Training Industry Magazine - Sales 2016

https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20210506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20210304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20210102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20201112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20200102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20191112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20190102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20181112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20180102
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20171112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170910
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170708
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170506
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20170304
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20171112_se
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_20161112
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016sales
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2016winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015outsourcing
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015leadership
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2015winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2014winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2013winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2012winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2011winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2010winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009spring
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2009winter
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2008fall
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2008summer
https://www.nxtbook.com/nxtbooks/trainingindustry/tiq_2008spring
https://www.nxtbookmedia.com