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Ghoulish Goals, Creepy K.P.I.s and Devilish Data

Paul Henry

  • 30 Oct

Sales, Inbound

Be unafraid of sales and marketing.Want to hear a ghost story? Of course you do.

Once upon a time, when dog-tired salespeople plied their weary trade and people spent their hard-earned money on potions, pills and powder; a group of ambitious folk huddled together to devise their latest inbound marketing strategy.

Each had their own entrepreneurial spirit and a passion for their work. The group comprised of different disciplines, from PPC to web design. What united them was a vision to take their clients into the future, away from the dark ages of superstition, black cats and outbound marketing.

However, for all their intelligence and guile, sophistication and bravery, they had one vital downfall: their marketing and sales departments could NOT work together.

Sends a chill down your spine, doesn’t it? But, dear readers, we don’t mean to frighten you. Only, warn you. With that in mind, we’ve compiled a few tips that hopefully close the divide between sales and marketing, so you can work forevermore in unison.

Inbound marketing is nothing to be afraid of - in fact, you’re far likelier to run into a ghost if you’re focusing all your attention on outbound. No, the only real horror show that we know of is discord between your sales and marketing departments.

Because, your marketing team can create the most inventive, original campaign ever seen but if they’re not on the same page with the salespeople then you’re in for a real fright-fest.

“What does a fright-fest look like?”, I hear you ask. Well, here are a few frankly terrifying symptoms of weak sales-marketing strategies.

It’s hair-raising stuff.

You don’t have the same persona

This can be critical. If both sales and marketing have different prospects in mind - and, it doesn’t have to be the biggest difference - then the results can border on catastrophic.

Your audience persona must be aligned between both departments. To ensure this synchronicity, training must be given across the board. Profile your personas to each and every member of both teams to ensure they’re singing from the same hymn sheet.*

*singing, remember. Not shrieking.

Insufficient research

This is linked to the above section. The problem here is that if one team does the majority of the work, and the other does not then there’s not only an unfair division of labour but a distinct lack of knowledge.

This lack of knowledge will more often than not harm your campaign. It will give you insufficient information about your client, their industry and goals.

There’s no feedback between the two

As we’ll soon get to, both sales and marketing are two different creatures. Yes, they have similarities, but they work using very different tools.

What this can often lead to is an intrinsic distance between the two departments, and without good communication that distance only gets worse. If one is not learning what the client wants from the other, then all parties will suffer.

Great minds don’t always think alike

Further to this, a room of brilliant minds won’t always work in harmony. You need to motivate both departments to think alike, to learn how the other works and adapt to greater levels of collaboration.

And, that’s the name of the game. Collaboration between two different beasts is what will spell success for you and your group of marketers.

You can think of it as being reactive and proactive. The mentality of salespeople tends to be reactive; they answer questions, solve problems and put out fires left, right and centre.

Marketers, on the other hand, are proactive. They function in terms of plans, programs, strategies and tactics.  If one party resists the other, then cohesion is unlikely.

We hope this story has not only been terrifying but has taught you some age-old tales of marketing.  With the above tips under your belt, you should feel safe to go out and market to the masses, nail your buyer personas and be unafraid to tackle the ghosts of marketing past.

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