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Headlines
AI in 2025: Five trends for marketing, media, enterprise and e-commerce | Digiday, 10 jan 2025
Why are Nano Influencers the Future of Advertising? | Adgully.com, 10 jan 2025
Why So Many Customer Experiences Are Mediocre at Best | Information Week, 10 jan 2025
Programmatic advertising's power trio: AI, analytics, and privacy protection | Campaign India, 09 jan 2025
10 marketing predictions for 2025 as new era of productivity dawns | Marketing Dive, 08 jan 2025
We need to leave these 10 marketing vices in 2024 | The Drum, 08 jan 2025
The 4 principles of modern marketing | Think With Google, 08 jan 2025
Reactive PR & AI: How to capitalize on trending topics faster | Search Engine Land, 08 jan 2025
Consumer and marketing trends 2025: Key insights from Statista | Revista Merca2.0, 07 jan 2025
9 Personal Branding Trends For 2025 | Forbes, 02 jan 2025
January 2018
Mohammad Anas Wahaj | 27 jan 2018
Confluence of sales and marketing is not often seamless. It brings challenges and creates conflicts. Business leaders keep them in silos to avoid friction. But if done effectively, collaboration between the two can bring more benefits and success, saving time and money, and yielding more leads and conversions. Following are ways in which this collaboration can be achieved - (1) Buyer Personas: Both sales and marketing have information about customer segments they serve, albeit from different sources. By sharing the two they can have much better understanding of customers. Together, they can create a precise description of the buyer personas. These descriptions generate personalized content and service delivery. (2) Timing: When the messaging and content is shared is the key to its effectiveness. Through collaboration, marketing can utilize the feedback that sales team receives from customers and time their campaigns, and plan for future strategy accordingly. On the other hand, sharing marketing strategy schedule with sales will help them know when to follow-up with prospects. (3) Content Developent: When sales team creates content it takes away their valuable time from their critical sales activities. By collaboratively developing content, sales and marketing can pool in their strengths and expertise, and focus on customers effectively. This will give sales the content they need and marketing a blueprint to create high value content that inturns generate more leads for sales. (4) Proposals and Agreements: There are software platforms that can help marketing and sales collaboratively create documents like proposals, agreements etc. According to James Kappen, CEO and Founder of Proposable, 'Marketing can go a long way to taking some of the tedious work off the shoulders of the sales team. This includes generating branded proposals with consistent formats and messaging based on the insights the sales team shares with them. That way, marketing can use its expertise in branding, corporate identity, and value-focused content to deliver a more compelling proposal to the sales team to use. The shared information and understanding of the potential buyer elevate the relevancy and engagement that the proposal can offer, enabling more conversions.' Similar tools like Eversign provide the collaborative platform marketing and sales need to work together effectively. The result is that documents can be created, revised, signed and shared between those within the company and the prospect. (5) Analysis: End of the sales cycle can also bring collaborative benefits. Working together of marketing and sales blurs the process of attracting and acquiring customers, thus making the analysis of the role each played in the process difficult. Hence, it becomes beneficial to analyze lead generation data together. This gives everyone opportunity to find out how they are contributing to the whole process and generate the necessary return. Read on...
Forbes:
5 Places Where Sales And Marketing Can Collaborate In 2018
Author:
Steve Olenski
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