Synergy… it basically means two different things coming together to work in harmony. When you’re in the gym you need synergy for everything you do. Without it, you could run the risk of injury, muscle strain or an ineffective workout. When it comes to your biz, you need synergy just as much to be successful.
Imagine that you release a new product line and it fails. You think that it could be one of two problems – either poor product delivery times, or the sales team is slacking. After throwing a bunch of money at these two problems, come to find out that the real issue is misaligned goals between marketing and sales. You priced the product line to grow market share, but your salespeople are being compensated based on profit margin maximization. Now, your sales people are frustrated and your product is selling. Whoops.
This is exactly why marketing and sales should not set their strategies and goals separately from each other. When they aren’t in sync, it leads to demotivated salespeople. Let’s break down how to avoid this and get your sales and marketing in sync.
Use data to engage your sales team and power your marketing. The analytical tools that are available to marketers these days enable you to align strategies almost like an architect. You can deliver the right message at the right time and position your sales team for success. Better yet, have sales involved in content creation. They are interacting with customers and can weigh in on their wants and needs. The more tools you can give them to help with one-on-one conversations, the better chance they have of closing the deal.
Keeping lines of communication is important in every aspect of business. Marketing and sales need to be so synergistic that they understand what the other is thinking for all projects. Both teams need to talk and meet regularly in order to target prospects and engage existing customers in the most effective way. This will also help with two more things: sales following up on marketing qualified leads and marketing creating those leads. If you can overcome those two hurdles, then you are going to have a lot less friction and work so much better together. Good salespeople are independent and motivate themselves – they handle their own problems. If they have confidence in the leads they get, then they are going to follow up and sell it it ’em.
How do you motivate your sales team? I’d love to hear about your experience. Leave me a comment below!