The OneTEAM Method: How Sales+Marketing Collaboration can boost Big Business by Peter Strohkorb

Author:Peter Strohkorb
Language: eng
Format: mobi
Publisher: Peter Strohkorb
Published: 2015-04-06T14:00:00+00:00

Proposed Solution:

Rather than rejecting large chunks of MQLs outright, Sales needs to be able to selectively pass them back to Marketing where they can be requalified or re-primed. Pounding on doors that are not ready to be opened or ones that are still locked up is what leads salespeople to operate independently of Marketing. Salespeople are not alchemists: they can not make gold from lead, so there does need to be some accountability on the part of Marketing that the leads that are being fed on to Sales are indeed properly qualified. Clear parameters as to what passes muster and what does not are important here. This can be as simple as quick follow up calls or texts between individual members, or it can be a part of regular Sales and Marketing alignment meetings.

Sales Perception #2: Marketing doesn’t understand the ways in which sales are really produced. They are still acting under assumptions that are based on outdated business models.

Proposed Solution: Get Sales and Marketing on the same page by including both departments in joint planning meetings. Particular attention should be paid to the feedback that Sales has to offer regarding what Marketing collateral and initiatives really work to win deals. Whenever possible, give both departments joint sign-off powers on initiatives and have marketers shadow sales reps on their calls.

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