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It’s Time You Knew What Your Brand and Usain Bolt Have in Common

January 19, 2017

By Nili Zaharony


Usain Bolt once again dominated his track and field events at the Summer Olympics, putting the perfect finish on his last Olympics in Rio with three gold medals. For eight years, Bolt has been the standard of athleticism, triumph and competition. As the “fastest man in the world,” it seems as if Usain isn’t racing anyone but himself.

But he didn’t get there by taking sprints around the block. Bolt has trained his entire life to reach this pinnacle of athletic success. He says, “Competition is the easy part. Behind the scenes is where the real work is done and everything is done to get to that one race that you need to run.”

In other words, the hard part comes when he’s training, not when he’s reached the primetime TV slot. Many brands probably know this applies to their methods of marketing as well. The glory of a successful campaign all pulled together, beautifully presented and generating leads, doesn’t come without the struggle, the back and forth and the elbow grease of developing good ideas that come to fruition.

While your brand might be the Usain Bolt of your industry, it’s important to remember that your team is more like the Jamaican relay team when it comes to the hard work behind the scenes. Marketing is the anchor that takes a company’s offering across the finish line ahead of all other competitors, but sales and product teams are the other relay members that bring the baton as far as they can. Bolt recognizes the critical help of his teammates; marketing should do the same.

To win the race, marketers need to constantly eye the competition in the surrounding lanes and put in the work before they reach the track. This takes a careful approach to company-wide teamwork, knowledge of your audience and a dedication to the game as a whole. To become the fastest company in the industry, take some advice from the fastest man in the world.

Sales Team

One of the first places marketers focus their attention when trying to gain new customers, reach existing ones more effectively and increase company revenue is to partner with the sales team. Companies with closely aligned sales and marketing teams have 36% higher customer retention and 38% higher sales win rates.

Most companies tie the success of these two departments together. In many cases, sales and marketing acts in tandem rather than independently. A successful company is one that has a clear line of communication between sales and marketing.

With efficient communication between departments, marketing can gain a better sense of their customers. If there is one thing that can deliver a competitive advantage it’s the use of buyer personas.

Companies who map these details and apply them to the buyer journey see 79% higher cross-sell and upsell revenue. Sales teams are often the professionals interacting with customers and hearing feedback about what is important. That information is critical to creating accurate and …read more

Source:: HubSpot Blog