One of the challenges that many companies appear to be facing is what to do to bring sales and marketing programs more into sync with each other. Eventually, the two departments have to find better ways to work together since, when it comes right down to it, both are trying to achieve the same final objective- more revenue, with higher profits.
What’s most interesting is that to generate leads, marketing teams are usually focused on “mass” messaging, using emails for outreach and striking a balance between delivering the message and not wearing out their lists. At the same time sales is doing more one to one outreach, which is usually over the phone, but when they don’t have enough good leads to work with, these calls often have low response rates. Sales only alternative is to simply do what they have always done and “turn up the volume”. But there is a limit to what one person can do.
Oh yes, and there’s that wonderful issue of content creation, because astonishingly enough, when sales has to make cold calls because they don’t have the leads to work with, they need to be able to offer something of interest/value to the contacts. At the end of the day there just isn’t enough time to manage it all yourself.
One possible option is for both marketing and sales to work together to create combined email and telephone programs and perhaps extending these to also include direct mail.
They can – at least to some extent- combine the databases they’re working from as they are frequently different. Marketing can save the day with content creation and campaign management and sales can offer a new “marketing spokesperson” to help add variety to their message and reduce the wear-out on the lists.
Merging these teams and creating a mix of media will result in higher engagement and more effective lead nurturing campaigns. It has been shown that 70% of buyers are predisposed to choose the company that engages with them using a mix of email, notes, voice outreach, and other channels. All of which can be owned by both the marketing and sales teams to generate sales ready leads.
Learn how you can use Boxpilot to conquer deficiencies in your sales funnel by engaging in a mix of media and utilizing your sales and marketing teams in the best way possible. Our lead nurturing services will free up your sales team to do what they do best – close deals.