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Martech-Report-22-23

The Martech Report 22/23

Martech is more important than ever, and despite a more challenging economic situation in 2022, martech budgets are continuing to grow. The global market for Martech and Salestech is estimated to be worth $508.9bn.

As our latest State of Martech report finds organisations face a number of challenges around marketing technology. The biggest one is finding the skills and talent needed to drive martech initiatives.

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5 Ways Your Marketing Team Can Help Sales

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Sales teams manage a lot of different factors today. Some are new, fresh challenges and some are old, but they are all part of a pretty delicate balancing act. No one wins in a silo, making it important for marketing to support sales in any way possible.

Here are five things you, as a marketer, can do to help:

1. Eavesdrop on Your Sales Team

What’s your sales team hearing every day? Which objections and concerns do prospects have, and what can marketing do to address those concerns? Similarly, what positive feedback are they hearing that you could better use in the future?

The only way to know any of the above is to actually get to know your sales reps. Chat with them about what they’re seeing from customers and prospects. Better yet, hang out on their phone calls and listen for yourself. 

2. Give Your Sales Teams (the Right) Target Account Priorities

Sales reps only have so much time in their day. They need to know which accounts to best place their energy on for the most likely sale and which of those sales will be sustaining customers.

You, as a marketer, have already likely organized your target lists by priority, industry, vertical, and other useful characteristics. If not, then doing this should be your first move after reading this article to help your organization set the foundation for a successful go-to-market campaign.

3. Offer Consistent, Easy-to-Digest Messaging

You’ve got your organization’s messaging down pat. It exists on your site, ads, and content, but how well does your sales team know that messaging? A better question: how easy is it for your sales reps to relay that message?

Once that message is driven down to more niche areas like industry trends and questions like who you are, what you do and offer, and who you serve, sales might use that messaging for everyday communications with customers and prospects.

4. Create Useful Content, Obviously, but It Might Not Be What You Think (Right Now)

Continuing on that easy-to-digest information track, it’s really important to think about what content will have the most impact so you can put your energy there first. This is where your slide/pitch decks and customer stories come in.

Creating decks with templated styles that your sales team can customize for each call will make things easier on marketing and sales. Develop a set of options for reps to pick and choose from depending on their needs and circumstances.

5. Get All the Data

It’s no secret that we love data and with good reason. Data tells you everything you need to know about your marketing and sales successes/failures—and it lets you fail quickly and pick yourself up just as quickly to try again.

Finding and knowing how to use intent data makes your sales team more efficient and shortens the sales cycle while consuming fewer resources. This ultimately gives your buyers a more personalized (and better) experience.