Learn how marketing and sales interact and learn some key tips for how to successfully work with a sales team as a marketer. Learn how to hold your first meeting and what questions to ask and how to report back on your findings.
- [Instructor] Hey and welcome to another episode of marketing tips. I'm Brad Batesole and this week, I wanna talk about working with new sales teams. Recently, I received a question where someone said that they started on a new project and inherited an existing sales team. They wanted to know how I would manage that relationship effectively. So, the first step is to set up an initial meeting. You want to explain your goals, explain your role and how it extends to the various aspects of your company, and then explain your vision, what it is that you're going to be doing for the company.
From here, instead of telling the sales team how you're going to support them, you want to really interview them. Essentially, you need to get to the bottom of figuring out how they need you and want you to support them and then you can look at your vision and their vision and merge them together. So, the first step is to ask key questions. Ask the sales team, where are your friction points? Who is your ideal customer? And what resources are you lacking? When it comes to friction points, you might hear answers such as a lack of qualified leads, a high churn rate, a cumbersome onboarding process, or mismanaged lead assignments.
From here, you can look into these areas. If it's a lack of qualified leads, now you have a key area that you can solve with your marketing engine. If it's a high churn rate, then really you need to work with the product team and your own marketing objectives to figure out how to resolve that. Onboarding processes and mismanaged lead assignments might come down to the tools and resources and programs that you can put in place. Next, you really wanna understand who they're going after. How do they qualify that customer? And then what percentage of their current leads are really ideal? Where are they looking for these customers? Perhaps the information that you gather here indicates that you might need to change who you're targeting or you need to adjust your marketing messaging to make sure that it resonates with this audience.
And finally, look at what resources they are lacking. Sales teams need email templates and case studies, lead generation forms, sales sheets, and drip campaigns, really engage your department and ask them where they're lacking. Perhaps they're pushing a new product and they've identified that they don't have testimonials or they don't have any answers to the objections the clients are making. By identifying the key priority resources, you can quickly make yourself an advocate for what sales is doing instead of making it feel like it's marketing versus sales.
From here, you can go back, take all of this information, think up solutions and then put them together in a prioritized list that you can give back to the sales team and start working on those initiatives. Thanks for checking in this week. As always, I'd love to hear from you, so connect with me on LinkedIn or reach out to me on Twitter via @bradbatesole. I'll see you next week.
Note: Because this is an ongoing series, viewers will not receive a certificate of completion.