Magnet Blog

3 Key Steps to Align Your Sales and Marketing Team

Dario Di Pietrantonio,

Align your sales and marketing team now with these steps

Sales and Marketing are two words that are often used together and even some businesses tend to have a single department for both functions. Whereas anyone who has worked in these two areas perfectly knows that they have separate but overlapping functionalities in the organizations.

Marketing department defines the target market, attracts and generates leads and qualifies them. From this point on the Sales people will interfere and initiate sales calls and will qualify the leads for sales and move them on through the sales pipeline. (Wanna have 10 years worth of our knowhow on building a growing, revenue generating business? Download our FREE blueprint: Three "I"s Playbook: IT Secrets of a Money-Generating Business)

Companies who use inbound marketing and HubSpot Marketing software, in particular, leverage their activities on content and attract, convert and nurture leads using content. Here a converted lead will feel a spark of trust that if blazed by the sales team will lead to loyal customers otherwise the spark is put out and the lead freezes. So here are three steps where you can align your sales and marketing team to light up  leads and fire up the engine that generates money for the business:

1. Culture

Company culture is key to aligning your sales and marketing team

Inbound Marketers have a modern approach to marketing and tend to care more about their audiences needs than to throw a net by interrupting ads hoping to catch a big fish. Their leverage on content and context is key here. And a lead that converts via a good content piece will expect to be informed and enlightened even more throughout the process. The most successful marketing and sales processes that I have seen were the ones that the lead was always learning and discovering something new that would relate to their needs, in every step of the process.

Therefore the Sales team should know what type of content the marketing team has created, where can they be used and how they relate to the needs of the leads. And be ready to send over more informative material to the leads to qualify them even more.

Lead is a also a code name that somewhat distances it from the fact a lead is a human being and human level connections are fundamental. Meaning the sales people need to personalize the communication as much as possible based on the lead's interactions with the website, the information they have shared and the challenge they are facing. Let's be real, we would all fall asleep during a sales presentation unless the presentation is based completely on us and not on something general.

The first step to take is to get both your sales and marketing team trained on the method the other department operates based upon. In the case of HubSpot user, it is preferable that both your sales and marketing team pass the Inbound Marketing and the Inbound Sales certification offered on HubSpot's website.

2. Software and Integration

Technology solutions or softwares can help align your sales and marketing team

HubSpot started with the sidekick project a few years back and then developed it as a better structured CRM, or as I would like to call it a sales software.

If your sales team is not using a separate CRM, then you're missing an opportunity to benefit from the unified interface and database and have your sales team jump on board with HubSpot's Inbound Sales software, which interestingly you will get for free once you subscribe for it's marketing tool. This way your sales team will see the same contact timeline and all the interactions of the lead with your digital content.

In addition, the marketing team will benefit from the sales notes and logs to better segment the market, improve their buyer persona profile and think of more effective marketing initiatives.

If your sales team is already using a CRM or a sales software, or even one step back, if your marketing is not using HubSpot, then you might need to take a little different approach. Most marketing software record the interactions of the lead with their website and even the offline information is populated on the software.

It is vital that the sales team has access to the data, but not by having access to the marketing platform! They need to see this data once they log in their own CRM software. So the fastest and the most effective sales would happen once this data is automatically transferred and synced.At this stage I strongly suggest that you contact your system integrator supplier and ask for their help.

If you are a HubSpot user make sure to either work with a system integrator partner of HubSpot of ask your HubSpot Agency to bring a system integrator partner on board. You can find more information in this regard in the eBook HubSpot Integrations: Advanced Marketing Automation.

3. Review and Revise

Frequent and laser-focused meetings can help align your sales and marketing team

The circular shape moves much easier on any surface, and closed loop via which you take and action then come back and optimize it work better than any one-off approach. It's basic Physics!

So set weekly meetings between your sales and marketing departments. bring each other on board, and get feedback from one another to improve what you have been doing before. The most effective approach would be to define weekly KPIs to track and a 30-minute weekly update on the activities that you have done to hit that KPI target.

Marketing is the door that the leads walk through to get in touch with your business but it is a mix of that and what happens next that end up in generating revenue. We tried to put these all together in the eBook The Three “I”s Playbook: IT Secrets For Building A Money Making Business that will help you put the pieces of the puzzle together and boost your revenue generation.

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