7+1 Ways to Integrate your Sales and Marketing Teams

One of the pervasive problems affecting B2B organizations of any industry, size or geography is the lack of integration between their Sales and Marketing teams.

In this piece I share 7 (+1) ways, that in our experience, can help any B2B organization to align these complementary stakeholders:

  1. Sales and Marketing should plan together. They must be placed at the same level and recognized as the two sides within one business strategy. Although this sounds obvious, we constantly encounter Sales Strategies and Marketing Strategies being planned, approved and executed in silos.
  2. The social contract between Sales and Marketing: both teams need to agree on what a lead actually is (beyond MQLs and SQLs) and agree on specific KPIs in order to formalize how many leads the team will have to identify and qualify and also how and those leads will be acted on towards conversion. KPIs ought to be agreed on, realistic and aligned with business objectives and as importantly, to the customers’ decision-making process. Furthermore, this contract will also include feedback mechanisms so that the team can learn through optimization and iteration (instead of pointing fingers).
  3. Go beyond buyer personas: discuss, based on research and competitive benchmarking, a portfolio of value propositions that are both valuable (beneficial to the end user) and relevant (can lead to a long-term relationship, i.e. trial offer).
  4. Develop playbooks to properly enable and align the team (including channel partners) during the whole buying cycle. Playbooks should range from key messaging in mass communication and social media to scripts and sales enablement materials for sales reps.
  5. Integrate data analysis. This means integrating sales and marketing information so that we can focus both on new business opportunities but also existing clients. The ultimate goal of this integration is to increase the Lifetime Value of all the clients (LVC).
  6. Establish formal and constant communication (with a set agenda, schedule and next steps). Weekly calls are preferable.
  7. Rotate team members: one of the most common comments we hear is “the Sales team” or “the Marketing team” does not understand what we are going through and the pressure we are under. Empathy can be achieved by putting the team members in each other’s shoes.

+1. A key role of Leadership within the organization: the only way that this integration can work is with the buy-in and constant fostering from the organization’s leadership.

 

Since strategy is a skill derived from the military, I would like to conclude with a visual metaphor that shows the subjects playing a different role but with the same objective – to hit a target. The soldier on the left is the “spotter” who directs where the shot needs to go (the Marketing Department). The soldier on the right is the “sniper”, who takes the final shot (the Sales Department). Their roles are different but complementary. They also collaborate and learn as a team to improve their overall performance.

 

 

Thanks for the Photo Daniel Cheung on Unsplash

Do check out

We've gathered thoughts and expertise from our top strategists to bring you this insightful publication in B2B marketing. Get our e-Book to understand how you can build brand value in your organisation.

Hello!

SUBSCRIBE NOW.

1 email a month, EXCLUSIVE stories, and 10 minutes of your time.

Subscribe now

MORE RELEVANT STORIES ON

Marketing across cultures: a collaboration between BBN and International Marketing students

In March 2022, BBN's Executive Director, Annette Poyser collaborated with five students from the University of Hasselt in Belgium on

READ MORE

B2B BUSINESS MAKERS: BBN SPAIN REBRANDED TO SCALE UP

MADRID, April 11th - The Marketing Hub, BBN's partner in Spain, recently rebranded to support their scale-up of digital marketing

READ MORE




BBN ranked number one International B2B Marcomms Agency 2022

BBN has ranked number one in the B2B Marketing top 10 international B2B marcomms agencies league table 2022 (UK Report)

READ MORE

Content strategy check: Which of these 3 approaches suits your market position?

Nowadays, content marketing is part of the daily business of every B2B company. It should be practised more effectively though

READ MORE