Sales and Marketing Living Happily Together


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By: Dennis Schiraldi

I’ve been in a unique position to have been in both sales and marketing roles in my career. This perspective has helped me to have a great relationship with sales while in marketing roles and vice versa. There are a number of companies that have a fracture between the two departments. It is literally the big pink elephant in the room that everyone resists to acknowledge is present. Below are three ways for marketing to win sales over, none of them have anything to do with providing warm qualified leads, and everything to do with improving and growing the relationship between sales and marketing:

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1. Walk in their shoes – Marketing people that sit in the ivory tower are missing a big beautiful world. How can you possibly market you goods if you are not out with the feet in the streets. The best way to do this is to be out regularly with sales, in front of customers, hearing the feedback directly from the end user, listening to the objections, living through the rejection and celebrating the success. Sales will respect you 1000% more by simply making yourself available on their turf. This includes at all company functions hanging with your sales teams at dinner, happy hour, and social functions. Be sure to pick up a few checks along the way.

2. We vs. You – Marketing tends to leverage sales, in addition to marketing, to help drive behavior for events, such as webinars, trade shows or simply in marketing. You will need buy in from sales to ensure the success of a program. It starts by pulling everyone along, this is much better accomplished when everyone is in the same boat, rowing the same direction. Never, ever, ever, address your sales force with “you.” Instead “we” have an upcoming trade show and “we” have a goal of hitting a certain lead count and here’s what “we” are going to do. Doesn’t matter if it’s an email, conference call…and for me, it is always “we.”

3. Treat sales as a customer – Fellow marketing professionals will more than likely disagree with my following statement but it’s true. Marketing should look to support sales in any capacity necessary in order to help win more deals…as opposed to many marketers feeling sales supports marketing. If you treat your sales force like they are your customer you will see a big improvement in meeting the needs of sales and winning more deals.

Why Sales Professionals will Love DOYO Live!

While DOYO Live is a digital marketing + interactive design conference featuring over 14 hours of content. It’s not just a digital marketing conference. We will have an entire breakout session learning track dedicated to social selling. How to use LinkedIn, Twitter and setting up your technology stack to support your sales efforts.

Sales professionals will also benefit from the highly energizing keynote presentations by Joe Pulizzi, founder of Content Marketing World & Nate Riggs, NR Media Group. Both are nationally recognized speakers that have presented at some of the largest conferences in the United State.

Joe Pulizzi is the founder of the Content Marketing Institute and Content Marketing World in Cleveland, Ohio. Which is one of the largest marketing conferences in the country dedicated to content marketing. We are very fortunate to have both Joe and Nate speaking at DOYO Live on August 4, 2016 in Youngstown, Ohio. Be sure to sign up today!

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