Step 6:

Bring sales along
for the ride

Your sales people are on the frontline, so their insights and direct prospect feedback are essential to crafting an effective nurture strategy.

Misalignment between sales and marketing

60% of respondents to a recent LinkedIn study noted that a misalignment between sales and marketing could damage company finances, while 87% agreed that collaboration between these departments is critical to enabling business growth.

So here some best practices for bringing them together:

1Clearly defining roles, responsibilities, and processes
Keeping teams informed of company goals and values will help orientate and bring them together without duplication of effort.

2Maximising every opportunity
Ensure that marketing campaigns are aligned to sales goals, and that marketing keep sales up to date on campaign activities and messages. Include sales teams in marketing campaign amplification by enabling them with content and social posts; and promote formalised discussions to ensure that sales can share information collected from opportunities – both won and lost – that could strengthen marketing efforts.

3Knowledge and ideas sharing
While buyer personas and ICPs are typically reserved for marketing efforts, it makes sense to ask sales and marketing teams to jointly create and maintain them. They then make a great basis for knowledge and ideas sharing sessions between teams, ensuring focus stays on what matters – the customer.

4Marketing-to-sales hand-offs
Integrate marketing automation and CRM systems to ensure that your teams can see the same information. Automated lead-scoring within your nurture campaign means that BDR teams can support with nurture, and hand well qualified leads to sales at the right time, with the right information.