In an ideal world, your sales and marketing teams would be best friends. Sadly, they don’t always see eye to eye–sometimes, they go head to head. The truth is, only 8% of companies report a strong alignment between their sales and marketing departments (source).
What’s the deal with this disconnect? As we discussed previously, sales and marketing can benefit and learn a lot from each other when they’re in sync. Heck, they both have the same goal–to drive revenue! Let’s take a look at just how disjointed these two efforts are, and what we can do to turn the situation around.
Did you know that sales reps ignore 50% of marketing leads (source)? WHAT!?!? It’s true–half the hard-earned leads sent their way are going to waste.
Do you wanna guess what the team is doing instead? About 50% of sales time is wasted on unproductive prospecting (source) Not only are they tossing aside the leads marketing is providing them, but they are wasting time on bad leads!
So if sales is only taking 50% of your leads, and wasting 50% of their time, that’s 100% failure. The sales team has reasons for passing on those leads–instead of ignoring the problem or guessing why, the marketing side should ask them what they want and need. Why aren’t they using these leads? What about these leads doesn’t appeal? How can you shift your strategy to ensure you are providing more qualified prospects into the pipeline? Making that shift means way more to the bottom line.
We can’t lay the blame solely at the feet of the sales teams. Marketers could stand to make some changes to improve their impact.. Approximately 60-70% of B2B content created is never used. In many cases, this is because the topic is irrelevant to the buyer audience (source). Isn’t that just great? Writing for the sake of writing. If you are wondering why your content isn’t getting any traction, consider bringing in the sales team. They talk to your customers all the time and know exactly what their challenges and pains are. Make sure to address those and craft compelling and valuable content.
And let’s face it, content is still king. 47% of buyers viewed three to five pieces of content before engaging with a sales rep. (source). Be sure to engage your sales team so you’re putting the right 3-5 pieces in front of them.
If it seems that sales and marketing teams are speaking a different language, sometimes it’s because they are. All too often, marketing reporting and systems aren’t in line with sales processes and leads, and each team uses applications, tools and processes the other is unfamiliar with. In fact, B2B companies’ inability to align sales and marketing teams around the right processes and technologies eats up 10% or more of revenue per year (source). I bet you don’t spend 10% of your revenue on tools.
To get on the same page, consider bringing together both departments to your results meetings. When the marketing team learns where the sales are coming from, and sales learns about what’s working in the market, both parties produce better results. Don’t let the communication gap go on, because it’s only going to be more critical that you are in lockstep. By 2020, B2B buyers won’t contact vendors until 80% of the way through a purchasing decision. That’s going to put more and more pressure on the marketing team to reach, engage and convert more qualified buyers.
If your sales and marketing teams keep butting heads, it’s time to bring in outside help. Contact @revenue to look at both your sales process and marketing strategy to align everyone’s efforts and create the revenue you deserve.