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Chapter #6: Focus on the journey, not just the destination

5 May 2015
by Adam Oldfield

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What came first, the chicken or the egg?

Who cares! The more pressing question is which is more important, the sales or the marketing?

Which is the core service? Which can your business not survive, or at least prosper, without?

The simple answer is both are equally valuable.

As much as it kills both parties, they need each other. And without the other, their jobs would be much more difficult. The sooner we all accept this, the better.

So what exactly do sales and marketing argue about? And what is the resolution?

The argument

Sales saythat marketing pass over poor leads.

The resolution

Differentiate easily between poor and good quality leads by using a lead scoring system to automatically deem when leads are ready, taking the headache out of your lead management, leaving you free to generate more of the same. Once you have an effective system in place, generating a steady flow of leads will be effortless.

The argument

Marketing saythat sales don’t invest the time and effort required into leads

The resolution

Make sure that everything is documented and communicated with the rest of the team. Leave notes when you’ve spoken to leads, detailing what was discussed and points raised.  If they expressed a certain concern, make sure everyone knows so that whoever does the follow up can address it.

The argument

Marketing say that sales focus too myopically on individual customers and short-term sales at the expense of longer-term profits.
 
The resolution

It’s a common mistake to think it’s one or the other. Dealing with short-term sales more efficiently will inevitably free up time to concentrate on the long-term. Focus on quick wins while keeping distant leads edging closer through automated, relevant campaigns.

The argument

Marketing say that sales teams aren’t agile enough.

The resolution

Research shows that 35-50% of sales go to the vendor that responds first. With stats like this, it’s never been more important to act quickly. Implement a system that allows leads to be passed instantaneously, over the air for lightening speed follow-ups.

The argument

Sales saythat marketing are out of touch with what customers really want.

The resolution

Base future promotions and campaigns on what you see working. Split test the hell out of every campaign (see chapter 4!) to ensure you’re always up to date and ahead of the game. That way, there really is no argument at all.

The argument

Sales saythat marketing set the prices too high.

The resolution

There’s a very delicate balance between putting potential customers off with a price that’s too high and de-valuing the product with heavy discounts. The easiest way around it is to use journeys that convert leads at the optimum time. Starting with a full priced product, paint a picture of what their life could look like and prove it with legitimate and relevant reviews and case studies. You cab then use discounts as a bargaining tool as a last ditched attempt before giving up on unengaged leads as cold.

What have we done to help sales and marketing get along?

Force24’s platform offers a lead management process that keeps everyone happy.

  • Our nurture strategies ensure that contacts are continuously nurtured, investing time in building a strong relationship with each and every contact.
  • We monitor prospects activity and score it based on engagement level.
  • Our intelligence gathering tool qualifies prospects based on criteria set by you.
  • Our platform automatically delivers the hottest leads directly to your sales or telemarketing team, as soon as they are ripe enough.

The result? Marketing will always be handing over only the hottest, nurtured leads, complete with qualifying data.

Photo of Adam Oldfield
Adam Oldfield
Managing Director & Founder

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