Learn why the interplay between sales and marketing has changed. Understand why you need a continuous feedback loop, and how to build communication between you and your marketers. Learn how to decide who owns what in the customer's journey.
- What drives business, is it sales or is it marketing? It depends on who you ask, but the reality is, both. Yet something critical has changed in the last 10 years. According to Hootsuite who's a client of ours and a leader in online marketing, right now, at least 70% of a buyer's journey is online. And that's even in a B2B sale, not just the consumer market. So this has gone beyond you buying detergent from Amazon.
This extends into consulting services, engineering and software sales, things that used to rely on a one-to-one relationship are now very dependent on what the buyer experiences online. And what they experience online in terms of marketing and their interactions, will now determine if anyone from your team even gets in front of the perspective customer. So it's critical that you, as a sales manager understand the interplay between sales and marketing.
Now an easy way to think about this is marketing is to the many, it's what creates a receptive audience. It creates brand awareness and when it's working well, marketing is what causes people to hold up their end and say, yes, I'm interested in that. Sales is the one-on-one, sales is more interpersonal. It's an individual interaction, even when you're doing it on the phone. But here's where most companies get tripped up and it's what I want you as a new sales manager to avoid.
Organizations often silo sales and marketing. And even more than siloing them, sales and marketing are often in a position where they're competing for resources or even worse, they're competing for prestige inside the same organization. But in that competition, no one actually wins. So as a new sales manager, one of the smartest things you can do for your career is to get to know the people in marketing. Not just who they are, but what they do.
How are they evaluated, what are their objectives? Because as you see as a sales manager, you don't want to be just focused on your piece of the pie. You want to look holistically at your buyer's journey all the way through the process. One mistake that new sales managers often make is they complain to the marketing department. They complain about the quality of materials, the number of leads with the way the marketing department manages events, this is the wrong path for you. If you want to be successful, a better path is to study what marketing does and learn their language.
One of the things you'll discover in marketing, is because marketing is about the many, they don't always want to hear about individual customer experiences or complaints. To be effective, marketers have to focus on the collective customer experience. They focus on the essence of your brand. They focus on the longer horizon. So if you want to talk to them, you need to be able to speak in their language. Don't talk about individual customers, talk about collective customers. Talk about the collective impact. Because as a sales manager, you need to understand marketing and you need to be their ally.
- Understanding your role
- Setting the tone as manager
- Recruiting the right people
- Dealing with inherited bad talent
- Making sales meetings count
- Working with marketing, accounting, and product
- Communicating with senior leaders
- Dealing with failure