It’s an age-old battle: Sales vs. Marketing. So, lets take a fresh look so we can break the cycle and stop the miscommunication between two necessary and important departments in your organization.
Whether its that your sales team doesn’t think the content being provided by the marketing department is up-to-date or easily accessible, or if it’s that the marketing team isn’t getting feedback from the sales team, there often seems to be a disconnect.
The truth is, marketing and sales must be able to work efficiently to achieve success: growing revenue by selling more. Ideally, marketing is creating content that the sales team loves, and the sales team provides frequent, constructive feedback on what is working and what isn’t. Its a two-way street.
So how can you get the conversation started to help your organization improve sales enablement? Here are 4 questions you should be asking to make sure they have the tools they need to reach and exceed your organization’s goals:
- Can our sales team(s) easily find the most up-to-date marketing collateral and resources they need?
Showing up to a sales meeting with out-of-date collateral isn’t a great way to start the relationship, or continue an existing one. Sometimes salespeople are going to back-to-back meetings and time is limited. There’s not always time to scour the website, intranet and other outlets before sitting down with a potential buyer to make sure you’re showing up with the most recent content. It has to be at the sales teams’ fingertips, and they need to be able to move quickly and with the confidence that they’re message is accurate and on-target.
- Are all of your resources available and organized in one location?
Organizations should avoid disorganization and eliminate confusion about which resources are current or appropriate by giving their sales teams a one-stop-shop for resources and collateral. Not only will this save your salespeople in the field time searching for what they need, but it will make their process more efficient and allow them to reach more potential buyers in a shorter period of time.
- Is our content available via their mobile devices?
Many salespeople rarely or never make it into an office. They work from home, their cars, the road, coffee shops and everywhere in between. Is your organization taking advantage of the investment they’ve made in mobile technology? Sales teams should have resources at their fingertips on their smartphones and tablets. Not only will this help with the day-to-day scheduled meetings, but also for the impromptu sales opportunities that can arise in passing or at networking events.
- Is there a channel in place to get feedback from top sellers about which resources are helping them close deals?
Sure, there’s a strategy that drives content. But are you measuring whether or not that content is performing how you intended? Getting feedback in real-time from the folks in the field can be invaluable. Content should surely help drive sales, but that doesn’t mean that sales can’t help direct content and supplement the plan in place. Its important to be in communication with your sales team to understand what resources are being used by top sellers in your organization to see what’s working and what’s not.
Solving the battle of marketing and sales doesn’t have to be difficult. All it takes is some simple and automated communication, which can be made easier with the help of mobile sales enablement tools. Stopping the tension between sales and marketing can make all the difference to better performance and increased revenue. Make sure you’re answering these questions to evaluate how your organization is bridging the gap between sales and marketing and how you can improve sales enablement. It doesn’t have to be a battle to sell more!