Inbound - The Blog: The Secrets Behind Click To Close

 

Why You Need To Align Sales And Marketing This Afternoon

Maybe You Can’t Get Everyone Aligned This Afternoon, But You Can Make The Commitment To Alignment

This question about sales and marketing finally working together has been taxing executives for years. Sales hates marketing and marketing hates sales. This must change, and it has to change for one good reason: The prospect has changed.

Today, your prospects are everything. Their buyer behavior and their buyer journey must be 100% aligned with your marketing and sales execution. If your typical prospect life cycle and buyer journey is two weeks, then you should match that with sales and marketing. If its nine months, you should be matching that, too. If they need a ton of education, match it. If they need to be intimate with the creation of your recommendations, give it to them. The only way to truly deliver a remarkable experience to your prospects is to align, combine and completely integrate your sales and marketing effort.

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Fire Your Sales Team Today!

Why Rethinking Your Revenue Generation Strategy Might Be Your Best Option

I know, it sounds dramatic. When we wrote the book Fire Your Sales Team Today” we were hoping the title would grab everyone’s attention. Who hasn’t considered firing poor-performing salespeople? But that was not our intent. Our intent was to have you fire your sales team and then rehire them immediately under a different mandate: Guide instead of sell!

We wrote that book several years ago, and today it’s probably more relevant than ever before. Your buyers are behaving in dramatically different ways, yet most companies are still running sales and marketing playbooks from the 1990s. It’s time to toss those playbooks in the trash and start again with a “click-to-close” system that attracts prospects to you, converts them from visitor into lead, actively nurtures them from lead to sales opportunity and then efficiently helps them understand why your company is the only one they need to select.

This revenue generation machine is scalable, predictable, repeatable and efficient at producing a regular flow of leads, sales opportunities and new customers.

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How Revenue Playbooks Drive Leads, New Customers And Revenue Growth

Both Marketing And Sales Teams Need Playbooks, Like Offense And Defense On A Football Team

I want you to think about a pro football team for just a few minutes. It won’t matter whether you’re a fan or not. On average, a team runs around 60 plays a game, which means the defense is also on the field to defend around 60 plays a game. Each team fields 11 players for each of those plays and during those plays each of the 11 players has a responsibility to execute a very specific task.

What does this have to do with revenue growth? The similarity is the complexity of the overall mission. In football, players are executing a series of plays in a coordinated manner with a diverse set of people, and the mission is to move the ball into the end zone. When you think about it, it sounds a lot like sales and marketing. You’re executing a series of sales and marketing tactics in a coordinated manner so that the prospect is moved through the funnel while leveraging a diverse set of sales and marketing team members until revenue is generated.

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Solutions To The 6 Biggest Sales Challenges Facing Sales Teams Today

The State Of Inbound Is Out And Salespeople Have Spoken  You Have Issues

A few days ago, HubSpot published its annual State of Inbound report. HubSpot surveyed over 6,000 people, asking them for comments on their future marketing and sales strategies. To get the report for yourself, click here.

I dug into the report and found the six biggest sales challenges facing sales teams today versus two or three years ago. They included everything from getting prospects to respond to avoiding the dreaded discounting conversation. While more than 13 sales challenges were identified, these top six appeared to include most of the pain.

I thought it would be interesting to provide solutions and recommendations to deal with each of the top six sales challenges facing sales teams today.

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11 Revenue Metrics You Can Use For Sales And Marketing Alignment

Marketing And Sales Are Quickly Becoming Data-Driven, Metrics-Oriented Practices

It looks like sales and marketing alignment is finally becoming a reality. Most of the legacy issues preventing sales and marketing from merging into one single revenue department are dissolving. Today’s CRM systems link elegantly into the marketing platforms, so it’s now easy to track a prospect’s journey from click all the way to close.

The most progressive businesses are hiring chief revenue officers to lead their revenue departments and set clear revenue growth goals. They’re focused on leads, sales opportunities, shorter sales cycles and more new customers. These CROs are smart and they’re intimate with the language of revenue, which is math.

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