Modern sales and marketing methods differ significantly from traditional procedures. The change is the outcome of the buyers changing their habits.
With the easy availability of numerous online sources, people nowadays can self-educate themselves on the products and services before opting to buy. As such, most people today tend to avoid interacting with salespeople to gain knowledge of the products and services on the offer.
Instead, they expect the salespeople to understand their needs and come up with customized solutions. In the traditional approach, the buyers were left with no option but to interact with the salespeople for gaining knowledge on products and services.
What is Unique in Modern Sales and Marketing?
Modern sales and marketing bridge the gap between both the departments and function in a collaborative manner. One of the growing trends in the modern marketing space is the implementation of sales enablement to empower the sales team with content related to buyers’ needs.
Sales enablement marketing involves feeding the sales team with buyer-centric content at the appropriate times so that they can engage the buyer throughout the buying process.
Modern Sales and Marketing Go Hand-in-Hand
In today’s fast-paced business environment where buying and selling are going on at tremendous speed, no business can thrive without effective marketing. That means it now makes more sense to say that the success of any business today depends on prudent marketing efforts.
Marketing and sales nowadays go hand in hand, supplementing each other. In many ways, marketing influences sales directly, such as the distribution of materials like brochures, email templates, and interactive content, creating dynamic sales presentations and sales enablement content management. And that develops the customer relationship.
The only function where marketing is not involved in a business deal is in closing a sale.
Modern Marketing and Sales Techniques
To better understand the nitty-gritty of the latent relationship that exists between marketing and sales, it would undoubtedly market sense to walk through the standard techniques implemented in the two functions.
On the selling front, it is advisable to implement modern sales techniques to derive success in today’s intensely competitive business environment.
In the modern sales methodology, sales enablement tools enhance efficiency as well as speed, to save time for the salespeople on non-selling activities and spend more time selling. Modern sales procedures involve allowing salespeople to initiate personalized conversations with more prospects in less time.
The modern marketing tactics involve providing the sales team with buyer-centric content at the right time during the selling process so that they better understand the buyer’s needs. And, therefore, the salesperson can engage the buyer throughout the buying cycle.
This type of marketing is also called the ‘sales enablement marketing,’ which is becoming immensely popular across industries nowadays.
How Marketing Influences Sales?
After having understood the various ways of how marketing and sales work, let us now come to the moot point: how are modern sales dependent on marketing?
In every business, the journey of the sales team towards the realization of the intended goal–lead conversion—starts with analyzing the relevant information shared by the marketing department. Therefore, the marketing department sets the initial tone for the sales activity.
As already said, the prime intent of the marketing team is to generate more and more leads for the sales team to follow-up and eventually to convert. And that enables the business to thrive as well as grow.
Marketing influences sales mainly in the following ways:
Finding the Right Audience
The first thing a salesperson needs is the right set of leads. Therefore, one of the best ways in which the marketing team can help the sales team is by finding such leads who are most likely to become customers eventually. It will enable the sales team to save time and effort.
To structure an impactful plan to help the sales team, the marketing team should conduct thorough market research. And that should focus on identifying the people who are the most likely to become customers.
Building Relationships with Customers
Fostering good relationships with the target customers is another potent way of helping the sales team. And, the marketing team can and often does that. It is needless to explicitly say that the key to establishing a relationship, direct or indirect, is communication.
It is understood that the campaigns by the marketing team, help in communicating with the target audience to apprise them of the products and services on the offer. The marketing team not only educates the target audience on the portfolio of products and services but also explains to them why the offers are the best in the market.
Leveraging the power of social media, the marketing team undertakes online campaigns, communicating with the target customers, and at the same time, allows the audience to establish a relationship. The marketing team also helps in communication by preparing dynamic sales presentations.
Building Brand Visibility
The visibility of the brand is imperative to build trust among prospective customers. The marketing department helps to build trust, which enables the sales team to do their job in more straightforward ways.
The campaigns undertaken by the marketing teams also make the brand image, which drives customer loyalty in addition to the trust.
Setting Realistic Sales Targets
Knowing the possible sales during a period helps in setting realistic targets for the salespeople. One of the core functions of the marketing department is to forecast a reasonable sales volume during a future period.
Considering factors, like past performances and expected demand, the marketing team makes the forecast. Nowadays, they extensively use analytics to forecast sales. This helps in setting realistic sales targets for the salespeople, refraining from over-burdening them with large sales targets.
An offshoot of sales forecasting is enabling careful inventory management, eliminating the prospect of storing excess inventory.
Getting the Best Sales Enablement Platform
To actuate the modern marketing process, implement the best sales tools and techniques. Invest in one of the best sales enablement platforms, which are amply available in the market. Consider Crescendo—a sales enablement platform with the best features.
Is there a strong bond between your marketing and sales teams?
So that the marketing team can act as a catalyst to the sales team, there needs to be strong coordination between the departments. Research shows that 33% of marketing and sales teams do not interact frequently.
Although it seems on the surface that there naturally exists an intense bond between the two departments, it is not the case in most businesses.
In many companies, coordination between the marketing and sales departments is very weak. There are numerous examples of many of the marketing team members not knowing what contents the sales team uses, and even within the sales team. And many exist who are unaware of what materials the marketing department transmits. Again, it is due to teams of both the departments not meeting frequently; there is no feedback on either side.
How to Build Collaboration between Sales and Marketing Departments?
So, if you are bullish about the performance of your products and services but unexpectedly find that your marketing and sales teams are not working in unison, adopt tactics to cement both teams with a stronger relationship:
- Discuss with both the marketing and sales teams on the core areas of their operations and the underlying shortcomings. Take into account the insights gained from the discussion, formulate the types of communication across departments, tracking and reporting systems, and ideas on the improvement areas concerning the collaboration between the two teams. Set out individual responsibilities, processes, and goals to harmonize the functioning of both the teams.
- Instruct the marketing team to create the right content for the sales team to use at the right time during the selling process. With the right content, the salesperson can guide the prospect from the initial interaction to sale closure by providing the appropriate content at the right time. Both teams can handle the task of distributing content.
- Direct your marketing team to develop a process to share valuable information related to leads with the sales team. The data can include critical areas, such as contact details, demography, level of interest, and so on. It helps the sales team to get a clearer picture of the lead. And that will help them to figure out the involved challenges and opportunities, thus enabling them to conceptualize an effective sales plan.
To Sum Up
Now, you have seen the role of the interplay of modern marketing and sales in bringing in success for your business. So, do not wait any longer, get a platform like Crescendo, and start implementing sales enablement marketing without delay. According to the available statistics, 61% of global organizations have adopted sales enablement. So, why are you waiting?