article | January 24, 2013
Stitch the Sales and Marketing Organization Together
Why? Because Sales and Marketing organizations are adjusting to the new B2B buyer behavior.
How do you achieve speed? Stitch the sales and marketing organizations together by making data meaningful via a robust sales performance management system.
Over the last several years we have all seen significant shifts in sales and marketing. The change has been driven by evolving B2B buyer behavior. The importance of Marketing has drastically increased with the rise of inbound marketing and Lead Generation. Field Sales has seen a resource shift from outside to inside sales. Sales relies more than ever on marketing to engage the buyer early in the process.
All this requires seamless coordination between sales and marketing leadership, field sales, and strategy. The key to growth is to connect (stitch) each piece together. This is where Sales Operations has a major role to play. Sales Operations can connect each group implementing an effective Sales Performance Management program.
3 Keys to Stitching the Sales and Marketing Organization Together Give Leadership What They Want
When was the last time sales operations asked the sales leader what metrics they review? Likely your reporting hasn’t evolved. Go deep and ask leadership what metrics their boss asks them about most often. If you haven’t approached Sales Peformance Management (SPM) through this lens, then make this a priority.
Your front line sales managers and regional sales managers need tactical metrics tt track rep activity and performance. Have you asked them what metrics are most important? What are they missing? Are there metrics that their sales leadership is asking of them that they don’t have readily available? Furthermore explore how sales ops can help keep them up to date on talent and social selling activities.
Take the time to sit down with marketing to understand how sales operations can broker increased visibility between sales and marketing. Collectively sales and marketing are highly interested in the quality of leads to the sales force. Early indicators of success for markteing are campaign effectivenss and lead conversion rates. Equally important is coordination of communication with new prospects. This requires visibility to the lead management team in marketing to understand existing opportunities in process. Investing time with marketing will improve coordination early in the buying stages.
Strategy groups are always keen on ensuring the products and services are generating results. Seek to understand what data you can provid that gives them insights into early indictaors important to them. Areas include customer feedback, product/service performance and profitability.
Each member of the sales and marketing organization reviews different metrics. Identifying, reporting, and proactively analyzing those metrics is step one to making data meaningful.
Facilitate Collaboration on Cross Functional Deficiencies
Today each function in the sales and marketing organization continues to bleed into its counterparts. As a sales operations leader it is your responsibility to help facilitate collaboration through increased visibility to performance insights.
Recently, I was speaking with a Sales Operations leader who was monitoring lead conversion metrics. (A must for any sales operations leader) He noticed a drastic dip in the conversion of MQL’s (Marketing Qualified Leads) to SQL’s (Sales Qualified Leads). The first thing he did was to bring this to the attention of marketing. He then worked with marketing to engage the Field Sales Leaders to unpack the problem. Ultimately, the team corrected the problem in a quarter of the time by collaborating together.
Leverage Technology to Achieve Speed
Finally, stitch the sales and marketing organization together by leveraging and integrating technology. Ask yourself some of these key questions as you think about technology in your organization:
Call to Action:
An effective sales operations organization leverages SPM best practices to make data meaningful. Spend your time:
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