Collaborating With Sales for Sales

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it’s not

I presented the Bottoms-Up Marketing webinar a couple weeks ago, and following the event found the same question had been submitted by a number of attendees. The question? How does a marketer get sales to follow up with leads? I came away feeling I had done a poor job of helping the audience to understand, it’s not, “how do you get sales to do what you want?” it’s “how do you give sales something they want to work with?”

The premise of bottom-up marketing is that we marketers are only half the equation. Yes, our skills and expertise are critical to the campaign design and architecting process. But for the sales funnel requiring a closer, we must turn to the experience of our sales and CSR teams to understand the traditional process our business has used to convert leads to customers.

When a marketer asks the question, “How do I make sales do their job?” I immediately know this is an organization where marketing and closers are firmly pitted against one another and conversations and collaboration are a thing of the past—if they ever were. It’s a terrible question and says much about how you see yourself and your department in the sales funnel. If this is you, prepare yourself for a chewing out.

Resolution of discourse comes only where there is conversation and compromise.

Identifying prospects and warming leads without the input of the very people who close those leads is like writing a script without considering the audience. Oh sure, you can do it, but how many people from your audience will buy a ticket to your next event if you write only for yourself?

We marketers know better than to act as an audience (focus group) of one. Our job is to develop content for our mass audience. The people within our business with the best understanding of our audience is the closing team. Our closers, be that sales, CSRs, or another department, has a front-row seat to what our customers need, want, and require, and you would do well to pay attention.

Stop wondering how you can manipulate your sales team and start involving them.

At the very beginning—when you are brainstorming your next campaign—start at the bottom of the sales funnel by meeting with your closers to get their insight on crafting a digitized version of their warming process. You will not be able to duplicate all of their functions—and as they are people who bring unique personalities to the closing process, you shouldn’t try—but ask your sales team about resources and processes and contribute where you can. Move the easy rocks—use nurture emails to provide instantaneous responses for form completions while setting the stage for a sales call, provide links to videos, enroll them in a demo—do the rote work that capitalizes on your automated-campaign processes.

Our closers excel in so many areas we marketers guess, struggle, test and analyze—all in a never-ending effort to learn more about:

  • Finding prospects
  • Distilling prospects to leads
  • Determining which leads are qualified leads
  • Nurturing leads through the sales funnel
  • Converting leads to customers

Take the short cut. Your closers already have a great deal of this insight and are usually willing to impart at least some of it to you.

Look at it from their point of view: If you were in sales and the marketing department was delivering you qualified/hot leads, wouldn’t you rather process those than start anew with a cold call? Of course you would. So do they.

So how do you make the closers do their job and close the sales you give them? Invite them to participate—from the bottom up.

Author: Cyndie Shaffstall

Email marketing is the most effective way to increase sales, improve service, and keep your customers engaged. Email campaigns are best bolstered through an integrated strategy that crosses channels and meets your constituents where they congregate and in the media they prefer. “The Integrated Email” provides best practices and ideas for developing strategies and deploying email campaigns and initiatives while keeping an eye on revenue attributable to marketing.

Cyndie Shaffstall, founder, Spider Trainers, is a successful entrepreneur and prolific author, with many books, dozens of eBooks, and hundreds of articles to her credit. She is the former founder of ThePowerXChange, editor and publisher of X-Ray Magazine, and the current founder and managing member of Spider Trainers, a managed automated email services provider for companies around the world. Connect with Cyndie on LinkedIn, Twitter, Google+, or join her LinkedIn Group, the Marketing Resource Library for daily links to marketing-critical resources.

2 thoughts on “Collaborating With Sales for Sales”

  1. Your point is spot on. Too many marketers work in a vacuum, and have no idea what even makes a good lead for the “closers.”

    One of my first steps with a client during the Discovery Process, is that I insist on a meeting with the sales team. If marketing doesn’t even know who to contact to set up that meeting, you know there is a long road ahead. The road gets even longer when marketing thinks that a meeting with sales is a waste of time. And, just when you think the road is almost completely out of reach, they decide to join you at that meeting and learn that sales has an excellent profile of the perfect target, making marketing’s job a whole lot easier!

  2. This all makes so much sense. Sales or marketing can be somewhat successful by operating in their own vacuums. How much more successful would they be if the were actively involved in each others’ processes?

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