Businesses think a lot about “efficiency.” It crops up in every department, seemingly in every process, and it probably gets talked about in every meeting. How can you do things more efficiently?
Marketing and sales is no exception to this talk of efficiency—or the work of making these departments more efficient. If you’re looking to gain marketing and sales efficiency in your firm, try out these four methods.
1. Align Sales and Marketing
This is perhaps the biggest move—and the smartest move—on the list. Since sales and marketing often have similar ends (attract new prospects, generate new business), it simply makes sense for them to be aligned. Marketing’s efforts should support your sales team in making and closing deals, and your sales team should support marketing’s efforts to build your reputation and generate and convert leads.
Surprisingly few firms actually align their marketing and sales departments. The fact that your firm even has a “sales” department and a “marketing” department is a symptom of the traditionalist separation between the two. While you might resist merging the two departments, aligning them will create marketing and sales efficiency in your firm.
2. Use the Right Tools
As is the case in many firms today, your salespeople probably have a plethora of tools at their fingertips. You might have an app to schedule, to communicate, to track emails, to make notes about customers, and so on and so forth. You probably track several metrics across various platforms to measure performance. You might use tools to schedule your social media posts or make them more effective.
But are you using the right tools? Sometimes, no tool is better than the wrong tool; red tape, limited functionality, and poor design can make some apps or programs more trouble than they’re worth—which drives down efficiency in your sales and marketing departments. To get the most out of your teams, provide them with the tools they need to do their jobs as efficiently as possible.
It shouldn’t come as a surprise to learn that communication is king in today’s business environment. Sales and marketing have always been, by and large, communication-heavy endeavours. But the increase in the sheer number of ways to communicate, along with the instantaneous nature of much of today’s communication, has put even more emphasis on communicating and doing it effectively.
Communication is imperative within your sales and marketing teams. Since things happen so quickly, waiting for an answer can mean you miss a prime selling opportunity. An error relaying a message could result in a huge social media blunder. Failure to follow up on leads means lost sales—so don’t let leads slip through the cracks with poor communication. Take steps to allow your team to communicate quickly and easily to ensure marketing and sales efficiency.
4. Build a Better Team
Your sales and marketing team is probably already stacked, but it might be time to take a step back and review who’s on the roster. Are you relying too much on key players? Are your role players pulling their weight? Do you have a truly all-star team, or have you settled for a few team members who maybe wouldn’t have made the cut on another team?
Sometimes, the key to marketing and sales efficiency is ensuring you have the right people in place. Your salespeople are your biggest asset, so invest in the promising team members and help them blossom into great reps. It may be time to say goodbye to some who aren’t pulling their weight, or you may need to shuffle around duties to truly maximize everyone’s potential.
Posted By Author Mike Lieberman, CEO and Chief Revenue Scientist
Mike is the CEO and Chief Revenue Scientist at Square 2. He is passionate about helping people turn their ordinary businesses into businesses people talk about. For more than 25 years, Mike has been working hand-in-hand with CEOs and marketing and sales executives to help them create strategic revenue growth plans, compelling marketing strategies and remarkable sales processes that shorten the sales cycle and increase close rates.