How Marketing And Sales Work Together To Increase Lead Quality

Let’s face it, there often can be a disconnect between a business’s marketing and sales departments. According to at least one LeanData survey, more than 50 percent of sales and marketing professionals aren’t happy with communication and support from the other department.

Any business that wants to grow, however, has to get these two teams working together. Why? Simply put, salespeople have knowledge that can help marketers, and marketers have power and influence that can help sales. When you get these two teams aligned, sales can guide marketing and marketing can prepare leads for sales. Your business becomes more efficient.

How do marketing and sales work together to increase business leads? Here’s a look.

Sales Empowers Marketing to Answer Prospect Questions — for Better Campaigns

Because the sales team has direct access to new prospects, it has the firsthand knowledge of what questions commonly arise. By giving that knowledge to the marketing team, it empowers marketers to craft messages that better target their audience.

  • What to ask. Salespeople know what prospects are asking, so savvy marketing professionals tap into that knowledge. Marketers can ask salespeople directly, listen to sales calls, scan sales communications with clients, etc., to find out what prospects want to know. Are potential customers often wondering how exactly a product works, for example, or about what makes the company different? Do prospects want to see demonstrations of how to use a certain tool or examples of a device in action?
  • What to do. If marketing can answer questions for prospects before the sales team has to, it expedites the buying process and makes sales easier. That’s why common customer questions are valuable market research — information that fuels web copy, blogs, email newsletters, videos, etc. When the marketing team understands where its audience is coming from, it becomes better equipped to reach that audience.

Marketing Helps Overcome Prospect Hurdles — for Better Leads

The sales team also can be invaluable for providing the marketing team with common hang-ups that stall sales. When marketers understand what hurdles need to be overcome for a purchase, it has a great place to start with marketing materials.

  • What to ask. Marketers need to ask the sales staff about what prospects cite as reasons to delay or decide against a product. What issues are preventing them from moving forward with purchases? What holds them back? When marketing understands what clogs the sales cycle, it has fodder for marketing messaging — ideas for building relevant, compelling material that will reach the target audience.
  • What to do. Some of the most effective marketing channels will speak directly to prospects’ hurdles. If committing to a purchase is a deterrent, marketing might feature a free trial. If credibility is a problem, marketing could focus on building trust with testimonials, endorsements, before/after pictures of service, or a money-back guarantee.

Businesses that want to stay competitive and reach growth goals need to take the marketing-sales relationship seriously. By getting these two departments working together, everybody benefits.

This guest blog was written by Shanna Mallon. She is a contributing writer for Straight North, a leading Internet marketing agency in Chicago providing SEO, web development and other online marketing services. A freelance writer, Shanna has been creating online content professionally since 2007.

Jeff Davis

The Sales + Marketing Alignment Summit, Chicago, IL