Recently, our sales manager walked into the Convirza marketing office and started asking us questions about our lead generation efforts, lead assignments, lead quality, etc.
It was apparent very quickly that our sales manager didn’t have a clue about our lead generation tactics, nurture process, or marketing tactics we employ.
I want to make clear that this wasn’t his fault.
As a marketing department, we should have provided our sales manager with the information he needed.
So, how much information should sales reps have about marketing tactics? We will break this question down into two smaller questions and then answer each of them respectively.
Question #1 – Is it necessary for sales reps to know how leads are generated?
Question #2 – Is it necessary for sales reps to know about specific marketing tactics–i.e. How SEO works, how PPC works, etc.?
Now, let’s answer each question.
Yes, it is.
Every inside sales rep should have a VERY clear understanding of how the leads they are calling are generated. How else will these sales reps know how to approach leads, talk to leads and convert leads into customers??
Sales reps should know about every marketing campaign you conduct, every social media effort you launch, every webinar you produce, and every blog you write. Sales reps should know how leads are finding you, which content they’re reading, what forms they’re filling out, and where your future marketing efforts are headed.
But what’s the best way to alert sales of your marketing efforts:
– Weekly Meeting: A once-weekly meeting with marketing and sales can be an invaluable resource. This meeting should be held on Monday morning or Friday afternoon. In the meeting, marketing should inform sales about marketing efforts that week. Sales need to know where their leads are coming from.
– Email: Emails are easy to send. Try it.
This question is more difficult to answer. The answer is this: it depends.
If you are selling brake pads it may not be critical to know tactical information about how SEO or PPC works. However, if you are selling marketing analytics software–like call tracking from Convirza–it is ABSOLUTELY critical for sales reps to know how marketing tactically works.
– Training: This knowledge can be shared with inside sales reps via regular training sessions.
– Study: It is not wholly marketing’s job to provide tactical information. Sales reps MUST educate themselves on modern marketing tactics. Every sales rep should read marketing blogs on a regularly — even daily basis.
There are so many blogs with tactical marketing information; there is no excuse for ANY literate person to lack knowledge on these subjects.