Bridging the sales-marketing gap

How a little collaboration can have a big impact on demand

When sales and marketing collaborate, both teams win

For too long there has been a struggle to bring sales and marketing teams togther. Organizations have tried numerous tactics to bridge the gap and get them singing from the same sheet—most of which have proven ineffective.

But in the modern demand landscape, that could be set to change. Why? Because they share a common goal…

Both sales and marketing teams want to get the attention of prospects. Each team has the ability to influence and drive that attention in slightly different ways, but ultimately they’re both working towards the same aim: grab, hold, and convert prospect attention.

When the two clearly understand what they can do to increase and influence attention, and have the right metrics in place to measure the impact of their efforts, collaboration will start to come naturally.

How to enable stronger sales-marketing collaboration

Share insights

When marketing generates insights into leads’ preferences and behaviors, they should be sharing that insight with sales teams. Similarly, when sales teams reflect on the journey that their prospects have gone through on their way to becoming customers, they should give marketing feedback on which of their efforts are having the greatest impact.

Deepen your messaging

Demos shouldn’t be the only way audiences learn about what you do. Develop comprehensive content for all stages in the sales funnel, so that by the time a lead reaches sales, they’re already well informed about what you do, and what you can help them achieve.

Support sales with personalized collateral

Content is just as valuable to sales as it is for marketing. If marketing can empower sales teams to customize the content they create for their leads, they can massively accelerate the conversion process.

Carefully score your leads

You cannot avoid low-quality leads if you cannot measure their value. Target the right accounts by integrating engagement and intent data from marketing-sales collateral.

Time to get technical

More campaigns, more content, and more leads are not accurate measurements of marketing success.

We need to be able to look deeper at what value demand marketers can provide to businesses.

Tagging and centralizing the intent data gathered from interactive materials like Turtl Docs allows marketing to not only know an audience is there, but truly get under their skin.

Then it is easier to convert leads into closed-won deals by not only prioritizing leads with greater potential, but delivering them alongside useful insights to sales, guaranteeing an optimal follow-up with personalized content.

Finally, sales and marketing can begin a productive dialogue planning a proactive rather than reactive content strategy based on the provable lead journey and interests.