We have all experienced unhealthy, counterproductive battles between marketing and sales at some point in our careers. When you have two distinct departments filled with team members who generally have optimistic, energetic, and outgoing personalities, you have the makings of a powerhouse. However, because these two groups use different vernaculars, are driven by different end goals, and are charged with distinct objectives and key performance indicators (KPIs), they can naturally be at odds.
On one hand, having a shared goal of driving success for the company by filling and accelerating a healthy pipeline should bring the two teams together. On the other hand, it can leave them pointing fingers and feeling resentful due to unmet expectations. When either team falls behind or misses a goal, and the pressure is on, the two sides can quickly become divided. Blame, mistrust, and miscommunication ensue—it’s a vicious cycle.
Rather than simply accepting this unhealthy partnership, Spiro is focused on building a fruitful union based on transparency, alignment, and shared success that can thrive in even the most demanding environments.
Here are 3 significant moves marketing can make to deliver true value to sales for a strong, successful relationship that delivers lasting results:
1) Create marketing campaigns that are based in reality
A well-crafted and in-touch marketing campaign can have a huge impact on sales and company success. Market insights are key to creating such a successful marketing campaign. However, if marketing lacks consistent and sufficient data points from sales about what’s working and what’s not, marketing activities can suffer. A misinformed or disconnected campaign can not only cause sales teams to lose confidence in the abilities of the marketing team, but it can also cause prospects and customers to glaze over — resulting in lack of engagement and missed opportunities.
Sales reps are the feet on the street speaking regularly with prospects and customers directly about the company and solutions. They understand what draws people in and also what turns people away. If only marketing folks could easily gain access into the information that sales receives daily, they could create high-impact marketing campaigns. Sales can’t always take the time to sit down with marketing and share insights from sales calls. That’s where Spiro can help. Spiro transcribes and stores those phone calls and email threads delivering ready access to these insightful conversations. By enabling marketing to understand common objections and identify those “aha moments” from these transcripts, they can develop more effective messaging and supportive content that actually ignite productive conversations, which lead to real opportunities while also overcoming sales obstacles.