Sales and marketing teams are often at loggerheads, each complaining that the other has not played its part in lead nurturing and qualification. The marketing team might accuse the sales team of not acting on qualified leads passed to them. On the other hand, the sales team usually accuses their marketing counterparts of passing on unqualified leads. This blame games goes on in most organization with no end in sight.
To eliminate distress in the business, sales and marketing teams should be encouraged to work together. Lead nurturing is the duty of the marketing department. However, there are several ways in which the sales team can contribute to help the business achieve revenue objectives faster and more effectively. Below is an overview of how the sales team can partner with their marketing counterparts for better lead nurturing.
Research on buying cycle
The marketing department can get useful insights on the buying cycle from the sales team. Sales and marketing should work together to segment the buying cycle in the top, middle and bottom of the funnel. The marketing team can then proceed to match lead nurturing content to prospects in the different buyer levels. The sales team will come in handy in identifying the offers that convert the prospects. The marketing team can use this information to align the content they use to nurture leads.
Develop campaign goals
Marketing can develop campaign goals but it is the sales team that will be in a position to see if the goals are being achieved. Campaign goals provide an opportunity for the two teams to work together. Instead of marketing developing campaign goals on their own, they should involve sales so that the objectives set are realistic and backed by past results.
Writing and proofing emails
A lead nurturing campaign may involve a series of emails to be sent out at different stages. Marketing is at liberty to design the format of the emails because they are the most knowledgeable in that area. It is good practice to write all the emails that will be sent beforehand. After writing, the marketing department can invite the sales team to review the emails to gauge their effectiveness. The sales team will be able to provide insight on the emails as they will be viewing them from the lead’s point of view. Their contribution can add valuable content which marketing had missed out on.
Marketing and sales need to work together to determine if the goals and objectives set for a campaign are being met. The sales team can provide marketing with information on leads that have trickled down to the bottom of the sales funnel. This information will help the marketing department determine if the campaign is as effective as it was meant to be or if it needs to be revised for better performance.
Optimize the campaign content
When a campaign is not hitting the numbers projected, it is time for it to be reviewed. Perhaps the goals and objectives set were too high or there are some aspects that can be improved to get the numbers. Marketing and sales have yet another opportunity to bring their brains together to identify why a campaign is performing as it is. Revising lead nurturing content can also include the sales team to identify why they are not effective as they should be.
Lead nurturing is more effective when sales and marketing pull their weight behind the campaign. Most lead nurturing activities are the priority of the marketing department but it is evident that the input of the sales team adds value. Click here to download the Lead Gen Survival Guide to gain more tips to bettering your lead gen process.
Chris is the Owner and President of SyncShow Interactive and has 15 years of experience in Digital Communications. Chris is an outdoor enthusiast regularly hiking, camping, and scuba diving.