How to reconcile the sales and marketing teams.

The marketing and sales teams have frequently faced the problem of disruption.

Although both divisions share a common goal of generating revenue for their company, the strategies and success metrics they use are often very different which can lead to a disconnect.

So, how do you make sure your sales and marketing teams are aligned? The answer is to make sure you have a unified strategy to enable sales.

Sales empowerment is the process of providing your sales team with the right resources they need to close more deals. Essentially, you provide what the sales team needs to successfully engage the buyer throughout the buying process.

Both your marketing and sales team should own your sales enablement strategy. Marketing needs to provide salespeople with a variety of resources they need to sell effectively. Salespeople need to share this content with leads and customers to help them decide whether or not they want to convert. Sales can then communicate with marketing about what types of content and materials are missing and what they would like to share with prospects throughout the process. This way, marketing can create and share these new materials with reps to allow them to reach customers and sell more effectively.

Since both sales and marketing have both a sales enabler, both influence your business’ overall sales enablement strategy.

How does this affect your business?

The Flywheel is a model adapted by HubSpot to explain the momentum gained when an entire organization aligns around delivering a great customer experience. To be successful, the company must adjust its strategies to focus on this momentum (or lack of momentum) to drive referrals, repeat sales, and keep your business “going”.

The three phases of the flywheel include attraction, engagement, and joy, all of which are centered around growth.

In the attraction stage, you can attract new contacts with useful content and make it easier for them to learn about your company. Think about SEO, social media, and targeted advertising.

In the engagement phase, you focus on relationships – using website and email personalization, contact database segmentation, marketing and sales automation.

In the happiness phase, you help and support customers while continuing to solidify that relationship. This is done in a number of ways such as using self-service options – knowledge bases or chatbots or providing great customer service using chat, messaging, email or ticketing systems.

By making your customers happy, you can create promoters that help attract new leads and keep Flywheel moving.

You see, with this model, it’s very important to align the marketing and sales teams to create cohesion.

To align your teams with the sales enablement strategy and the flywheel model, try:

• Ask your marketing and sales team to create a buyer persona together.
• Document all content gaps along the buyer’s journey.
• Make sure you have a way to track every interaction of potential customers and clients with your company.
• Always be customer centric with your language.

How can HubSpot help organize your teams?

HubSpot is a comprehensive solution that can provide businesses with a complete overview of both marketing and sales and houses all the information of your contact database. It connects all of your sales and marketing efforts so that team collaboration and sales enablement are possible.

Key benefits:

• Personal strategies and automation
• Automated Prospecting, Lead Qualification and Retail
• Preparing accurate and standardized reports
• Efficiency and scalability

Using a platform solution like HubSpot creates the backbone of your digital marketing and sales enablement ecosystem allowing you to simplify your marketing and sales efforts and make your teams more efficient.

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