Ah, Spring is in the air! With the Spring colors hopefully come Inbound Marketing opportunites. This Spring, I wanted to write about one of the best opportunities I've seen for Agencies to expand their services and add value - Sales and Marketing Alignment - or Smarketing for those that like clever names. Read below for more information on how to seize this opportunity. If you have prospects or clients that could be doing a better job and want to talk about it, Contact Me.
How to Know if Sales & Marketing Alignment is an Opportunity at Your Clients/Prospects
Have you ever heard something like this before. "We are getting a lot of leads, but they stink".....or have you seen clients where marketing was humming but sales were not. You just knew they should be doing more from a sales perspective, but didn't know where to start. Well, the place to start is Sales and Marketing Alignment. This is an area that most end-clients do horribly, which spells opportunity for Agencies.
Where to Start with Sales and Marketing Alignment
Most agencies, because they are uncomfortable with selling, are uncomfortable with Sales & Marketing Alignment services. If that describes you, think of this as an opportunity more than a challenge. Sales & Marketing Alignment is fertile ground. Can you say the same about websites, or SEO, or social media, or copywriting?
Below are some good resources to start with. If you have clients/prospects that could be doing better, I can help you have that conversation as well (have I said that already?) -Contact Me.
by now, most marketers understand the importance of mending the traditional rift between sales and marketing. the mistrust and miscommunication thats so often found between the two teams can act like an anchor on your companys growth rate. in fact, organizations with good alignment between sales and marketing teams achieved 20% annual revenue growth in 2010, according to a study by the Aberdeen Group. by contrast, companies with poor
alignment saw revenues decline by 4%.
From Mark Roberge: Help! My Sales Team Thinks Our Inbound Leads Suck
From Carole Mahoney: Where Does Sales and Marketing Alignment Start?
Start Having the Conversation
So you've started to peruse the information above and you are devoting attention to Sales and Marketing Alignment. Great. So what do you do next? Start talking with your clients and prospects about it! Here are 3 super easy questions you should be asking at every client/prospect meeting from here out:
- What happens to leads after they get generated by Marketing and handed over to Sales?
- How do Sales and Marketing work together? (talk about innocently disturbing the hornets nest with this question!).
- Does Sales handle Inbound leads differently than they handle Outbound leads?
If you start asking these questions, you will be surprised by the information you get back. You'll also find at least one (or a dozen) opportunities where a business can be performing better and where you can likely help.