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- The Romeo and Juliet of Business - Sales & Marketing
The Romeo and Juliet of Business - Sales & Marketing
Minus the Tragic Ending
Stephen Bird
September 23, 2024
In partnership with
Rise and shine, contrarians! Let's turn this Monday into a masterpiece.
It's time for another edition of the Contrarian Marketer, where we challenge conventional wisdom and uncover fresh insights.
Before you dive in, make a mental note to scroll to the end and let me know if this edition of The Contrarian Marketer hits the spot.
Today, we’re exploring the star-crossed love story of sales and marketing.
Spoiler alert: This one has a happy ending!
Top 3 Insights from today’s article
- 80% of the buying process now happens before a buyer talks to sales. This means businesses need to adapt their strategies to engage prospects earlier through marketing efforts.
- When sales and marketing teams work together closely, it leads to better lead quality, shorter sales cycles, and more closed deals.
- With buyers self-educating online, social selling has become a critical tool for sales teams. It's about building genuine relationships over time, not just pushing for immediate sales.
The Dynamic Duo You Never Knew You Needed
Remember when sales and marketing were like two kids at a middle school dance, awkwardly avoiding each other from opposite sides of the gym? Well, those days are as outdated as flip phones and MySpace.
In today's fast-paced business world, sales and marketing need to be more like peanut butter and jelly, Batman and Robin, or dare I say, Beyoncé and... more Beyoncé!
Why, you ask? Because 80% of your buyers are playing hard to get. That's right, according to Forrester, a whopping 80% of the buying process happens before a prospect even thinks about talking to sales.
80% of the buying process happens before a prospect even thinks about talking to sales.
They're out there, silently stalking your website, creeping on your social media, and binge-watching your product videos like it's the latest Netflix series.
So, what's a savvy business to do? Enter the sales and marketing power couple!
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The Secret Sauce: Collaboration (With a Side of Social Selling)
Here's where things get spicy.
It's time to get your sales and marketing teams cozier than a pair of fuzzy socks. We're talking about shared goals, regular check-ins, and maybe even matching t-shirts (okay, maybe not that last one).
But wait, there's more!
Throw your product team into the mix, and you've got what I like to call "the commercial triangle." It's like the Bermuda Triangle, but instead of ships disappearing, leads magically turn into customers!
The Handoff: Smoother Than a Freshly Waxed Slide
Now, here's where the magic really happens.
When marketing has warmed up those leads, it's time for the seamless handoff to sales. No more fumbling the ball at the one-yard line!
With sales and marketing in perfect harmony, you'll see higher lead quality, shorter sales cycles, and more opportunities closed.
It's like giving your business a turbo boost, minus the need for premium gasoline.
And let's not forget about social selling.
It's not just for the cool kids anymore – it's a must-have skill for modern sales. Your potential customers are out there on LinkedIn, Facebook, and yes, even TikTok. (No, you don't have to learn the latest dance trends... unless you want to.)
The takeaway? It's time to break down those silos, build some bridges, and get your sales and marketing teams dancing cheek to cheek. Because when these two lovebirds finally get together, it's not just beautiful – it's profitable.
Remember, two heads (or departments) are better than one. So go forth, align those teams, and watch the magic happen. Your bottom line will thank you!
Until next time, keep it contrarian, keep it collaborative, and for the love of all that is holy, keep your sales and marketing teams on speaking terms!
One Fun Thing
The world's first television advertisement was broadcast in the US on July 1, 1941. It was a 10-second spot for Bulova watches, costing only $9 and reaching about 4,000 viewers. This fact marks a significant milestone in advertising history, showcasing how far marketing has come from its early days of television advertising to today's multi-channel digital landscape.
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