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The Need for Leads: Why Marketing is the Perfect Wingman for Sales

February 09, 2016
Aaron Polmeer

By Peter Cartier


Historically, the two “top guns” of customer engagement have never really seen eye-to-eye thanks to a long time rivalry fueled by their ego and perpetuated by differing metrics. All over the world, sales and marketing teams have inherited various roadblocks that keep them from working well together. Mistrust, miscommunication and different goals continue to pull the teams in separate directions.

And while the two departments have been on a highway to the danger zone since they were created, the past decade has introduced many changes within each position to bring back that loving feeling with respect to promoting your business, getting in front of customers and closing the sale.

The Customer Journey Has Changed Over the Years

Gone are the days of taking leads straight to bed or losing them forever. And you can’t just ask for permission to buzz the tower with a little bit of information and expect to create a long and distinguished list of customers who have everything they need to make a purchasing decision.

No, to create a successful strategy that helps convert prospects into customers, this tenuous relationship between marketing and sales must be rebuilt.

Okay… if you haven’t made the connection yet, this is just another example of how life imitates the quintessential 80’s film Top Gun; sales and marketing fall into the role of wingmen with the same reluctant, lone-wolf turned altruistic hero mentality as the film’s main conflicting characters, Maverick and Iceman.

Both enter the relationship thinking the other doesn’t know what they’re doing, but, once they are forced to collaborate, they discover how much easier it is to be successful with another expert at your side. All that’s missing is a beach volleyball scene…

How Inbound Marketing Helps Marketing and Sales Teams Work Together

Nowadays, if you want top gun performance, there are certain rules of engagement to follow and they’re dictated by, who else, but the customer. Yes, thanks to inbound marketing, the goal is to attract visitors, convert them into leads, close the sale and then delight them with a continued high standard of quality content and service.

Businesses that match these requirements are among the elite. So, how do we optimize our content to attract qualified leads? It starts with rebuilding and then cultivating the relationship between marketing and sales.

To do that, we need to address what is pulling the two apart and what can be done to mend them back together again.

6 Common Issues Between Marketing and Sales and How to Solve Them

1) Sales doesn’t always see the relevance in marketing campaigns

This is often due to a lack of communication that can easily be mitigated by joining each other’s meetings or talking through the goal of each campaign. Maybe some fine-tuning can be done to optimize the results and provide a much needed outsider’s view.

2) Marketing gets frustrated when sales doesn’t share the content that has been created

Usually, this is because sales doesn’t know the best way to …read more

Source:: HubSpot Blog