This week, we’re focusing on the relationship between marketing and sales.
We’re focusing on marketing and sales alignment. Communication and understanding between these two groups is critical for the success of any company–no matter the size.
The purpose of this blog, specifically, is to help sales reps understand their marketing brethren. Here are 5 things every sales rep needs to know about marketing:
Many marketers believe that sales reps are sort of selfish. They believe sales reps are driven wholly by commissions and personal gain. Sales reps stoke this fire by frequently commenting on their pay-outs, their bonuses, or their commissions.
None of this is bad inherently, but it does breed distrust and distaste for sales reps among the marketing ranks at most companies.
According to research from Kellogg, InsideSales, and a variety of other sources, leads are SIGNIFICANTLY more likely to buy when they’re called within 5 minutes of a form fill out. For every 30 minutes that passes without a phone call from a sales rep, the chances that the lead purchases are cut in half.
And yet marketers observe some sales reps–not all–failing to call leads within the hour, within the day, or sometimes within the week. This tells marketers that sales reps don’t value the leads they produce.
Sales is about interpersonal relationships. Marketing is about data and deep analytics. In some ways–with predictive call analytics and sales analytics from Convirza–these worlds are colliding. But, ultimately, they’re very different. Marketers see their job as more technical and complicated than a sales job.
This likely isn’t true, but marketers see it this way.
Marketers don’t make cold calls. They don’t face rejection every day like you do. They don’t have to overcome constant rejection. They don’t deal with the pressure of commissions.
Instead, marketers look at data and charts all day. They write copy. They tinker with metadata and traffic reports. They look at call tracking data. They modify lead scoring mechanisms within their marketing automation tool. They’re trying to segment their email list and improve tactics.
Thus, when you tell a marketer that the leads they’re sending you aren’t good, they don’t understand. All marketing knows is that the lead they sent you was interested at some point (or they wouldn’t have filled out a form or made a phone call). Thus, in the marketer’s mind, now that they’re not interested means that YOU (the sales rep) screwed it up.
To be blunt: in some ways marketers don’t view these leads as actual humans, they’re numbers on a spreadsheet. Sales reps view them as people, sales reps talk to them and hear their voice. Marketers don’t.
Sales reps often lament about having to the job of someone in operations or customer support. Sales reps get frustrated when theyv’e made the sale and yet the customer still calls them for customer support, still sees them as their point of contact, or fails to have their needs met by operations.
Sales reps HATE this stuff.
Their job is to sell, sell, sell–not to provide customer service and not to provide operational support when operations can’t meet quota. I know of nothing else that frustrates sales reps more than closing a customer and then having that frustrated customer call them in 3 weeks saying they are dissatisified.
In short: sales reps believe their job has largely ended when the deal is signed and the prospect becomes a customer.
Marketing feels the same way. They believe their job is done with the lead is delivered to sales. Marketing gets frustrated with sales when the lead isn’t followed-up on in a timely way, closed with regularity, or handled in an appropriate way.
Nothing frustrates marketing more.
So, sales reps, next time you’re frustrated with your friends in marketing, remember that they view you in much the same way that you likely view your operations/fulfillment or customer service team.