Lead nurturing is a must in the digital space, and for most companies that goes without saying. Perfecting an effective strategy is the trickery part. With all the devices and distractions interrupting every waking moment of our lives, it is important to have an open line of communication between your marketing and sales departments.
If your marketing department is creating lackluster content or content that is not leveraged by sales team—communication waves may close up, pushing your hot leads right on over to the competition's sales funnel.
Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost (Marketo). What most businesses fail to acknowledge is the need for marketing and sales alignment. If your marketing team is not on the same page as your sales team, they're most likely not speaking the same language.
When marketing content is not providing the value and insight necessary for the sales team to close the sale, lead nurturing is a wash. I like to create a process that enables marketing and sales to communicate openly. Thus, nurturing leads into customers more effectively.
I have created a list of crucial questions your marketing team should be asking your sales team before your next marketing strategy.
What Does Our Sales Process Entail?
This is a loaded question and often goes without saying. However, knowing the ins-and-outs of your company’s sales process may not be as simple as you think. There are many sub-layers to a sales process including the amount of time spent on each lead, and how that varies with different products or services. Depending on your sales cycle, the way your company handles the sales process, and the type of products and services your company offers, this question could grow exponentially. Be sure to put your investigator hat on when documenting the sales process for your marketing team. Include the details—they will come in handy down the road.
How Do You Ensure You Will Make Your Number This Quarter?
Having the sales team’s goals in mind as a marketer seems a bit far-fetched, but it will help put you in their position. It will encourage resourcefulness and allow you to create content that will help them reach their goals and improve marketing performance.
How Do You Think Marketing Can Help You Make Your Numbers This Quarter?
By tapping into the sales team struggles, you can better understand what their needs and timing are. It also doesn’t hurt to discuss pain points they may be having with the current marketing collateral.
What Marketing Assets Have You Leveraged as Sales Tools, and How Do Your Leads Best Interact with Them?
Taking a content pulse check every quarter will ensure your marketing and sales strategies are aligned. Your metrics will provide insight into what content is working and what needs a second look, but hearing it from the source is always the best.
Remember: As digital marketers, we work solely in the online world. Sales people are stuck between phone calls and email and laced together with the distractions of everyday business. Providing them with automated tools that are tailored to speak to their leads will help alleviate wasted time and increase performance.
What Qualities Make a Lead Good or Bad?
Understand the knowledge level of each lead and how marketing and sales collateral enables your website visitors to pre-qualify themselves.
What Marketing Reports Help You to Understand Your Sales Landscape?
Reporting takes time to perfect. Narrow down the reports your marketing team runs by providing the exact information that closes leads into customers.
Aligning your sales and marketing teams will help increase sales, improve morale, and set your company apart from the rest. If you are struggling with lead nurturing and would like to look into more ways to enable sales performance, schedule a 15-minute consultation with us HERE.
Until next FAQ Friday, keep your communication lines open—don’t know the answer—ASK. If you have questions you would like to see featured in our weekly FAQ Friday, please submit them in the comments below or mention us @DirectImages on Twitter.
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