All marketing programs today should have a revenue generating purpose.
The problem with that statement is this: 65% of sales reps say they can’t find content to send to prospects. With so much marketing content being produced, this number is shocking. Companies are creating more content than ever before, but all too often, it has no purpose.
The time has come and gone where you can create miles of content without a specific use for each piece. Posts like “3 Reasons Why You Should Have a Fun Company Culture” don’t provide any value or actionable insights to the reader. This has to change.
One way to ensure that your content has a purpose is to tighten the relationship between marketing and sales. When your marketing programs are aligned to your sales initiatives, every marketing program you run will now have a revenue generating purpose.
Why align marketing and sales?
The best lead gen machines start with a cohesive marketing/sales relationship. Your sales team will be on board with your lead gen efforts and your leads will be followed up on in the correct way. To help you with your marketing/sales alignment, here are five steps you can implement today:
- Measure the effectiveness of your programs – you should always be tying your programs to revenue, but tracking the source and ROI of each marketing program will help sales determine which leads are more valuable. In your analysis, pay specific attention to your lead source and how each source converts. If certain marketing programs (maybe webinars) convert higher than others (maybe tradeshow leads), you should put more time into educating your sales team on webinar topics and talking points.
- Set up a weekly meeting with sales managers – here’s where you educate your sales team leads on programs, schedules, emails, webinars, and any other upcoming marketing initiatives. Get their input on what they hear from prospects and which pain points to highlight. And finally, determine what they need to educate their teams on the upcoming programs. Once these ducks are in a row, you’re ready to execute.
- Put your sales enablement into action – now you can design one-pagers, email templates, PowerPoint slides, or any other sales enablement document that your sales team might need to fuel their conversations. With 95% of buying decisions being directly influenced by sales enablement and marketing content, this step is essential. Make sure to put as much effort into creating these enablement documents as you did into your initial program.
- Send out results of webinars and programs to the sales team – this creates team accountability. Highlight how many leads they have coming in and a few initial talking points for them to include in their conversations. If the topic requires more education, organize additional learning sessions to arm your reps with all the information they need. Each set of webinar leads should be treated differently, so don’t expect a one-size-fits-all approach to sales education.
- Identify targeted campaigns for specific accounts – account-based marketing has been around for a while, but the term is picking up steam this year. Figure out if there are a few unique pieces of content you can create specific to each targeted company. With these focused content offerings, you can nurture these leads through a buyer’s journey created specifically for them, increasing your chances of a conversion in the end.
Where does marketing automation come into play?
Marketing automation lets you track the effectiveness and source of all your marketing programs. You can collect data on consumers that is impossible to gather without software like this in place. A comprehensive marketing automation solution also lets you customize content for each prospect and run extremely targeted campaigns.
Driving revenue with marketing automation
When it comes down to it, every decision should be made with revenue in mind. The sales number is also the marketing number, and both teams should work together to meet and surpass these goals. After all, organizations with tightly aligned sales and marketing functions enjoy 36% higher customer retention rates and experience 38% higher sales win rates. So what are you waiting for? Use your marketing technology to align your marketing programs with sales and bring in more qualified leads.
For more information on driving revenue with marketing automation, download our latest eBook.