销售和营销的最终指南

Peanut butter and jelly.

幼犬和公园。

Beach days and ice cream.

有些事情只是明显地一起去 - 但是，如果我将销售和营销放在该列表中怎么办？您仍然认为他们作为一对更好吗？

More than likely, you haven't quite considered your sales and marketing to be the "peanut butter and jelly" of your company. But, sales and marketing alignment is more critical than you think.

简而言之，营销和销售之间的一致性实际上是关注客户 - 今天，客户的购买行为发生了很大变化。

Fortunately, the better you can align your sales and marketing teams, the more likely you are to delight a prospect. In fact, organizations with tightly aligned sales and marketing teams are6% more likely to exceed revenue goals.

在这里，我们将探讨为什么销售和营销对公司至关重要 - 同样重要的是，它们在一起重要的原因。bob全站app

To start, let's explore the advantages of both销售量andmarketingto your organization.

Sales is ultimately critical to your company's bottom line. You cannot have scalable growth without an impressive sales team. At its most basic, your sales team's goal is to first qualify prospects, reach out and build relationships with them, and ultimately, provide a solution that will benefit the prospect. When done well, a sales transaction results in a sale, a satisfied customer, and revenue for your company.

For sales teams to excel, your salespeople must be invested in the success of your customers. They must understand your prospects' pain points and obstacles, and demonstrate how your product or service is a solution — the best solution — to those problems.

另外，营销就是要激发人们对潜在消费者的兴趣，并为您的公司及其产品或服务告诉世界。bob全站app营销同时使用情感和分析来吸引观众，并将好奇的观众转变为合格的潜在客户。

不过，这就是事情 - 今天，买家不遵循传统的“向客户销售营销营销”渠道。

Instead, each individual prospect follows a unique path. One prospect might know they want to purchase your product before even speaking with a sales rep, because they've already been convinced by your Instagram account.

Alternatively, another prospect might speak with a sales rep first, andthen完成交易之前，需要以网络研讨会或博客文章的形式进行其他营销。

您的买家触手可及的无限信息 - 她可以在与销售代表交谈之前查看您的Facebook页面，博客文章，网站和客户产品评论。

When a prospect who has already read thirteen customer reviews gets in touch with your sales rep, she's going to require a different conversation than a prospect who's only heard of your company from a Facebook ad.

That这就是为什么您的营销和销售团队需要紧密保持一致的原因，因为您需要与您的买家进行交流，并出售给，无论她想要的任何地方和随时随地。传统的销售和营销策略不再起作用。

To find scalable growth, it's critical your marketing team communicate all the information they have about a prospect to your sales team before a salesperson even gets on the phone.

销售和营销一致可以帮助您的公司成为bob全站app67％的结束交易更好, and can help generate209% more revenue from marketing.

不使您的销售和营销团队保持一致不仅对客户无济于事，而且对您的底线也有损害。

But it's easier said than done. Aligning sales and marketing, particularly when you have a growing company, can feel like an incredibly difficult process.

幸运的是，您可以立即实施一些策略，以确保两支球队之间的关系更平稳。

1. Ask your marketing and sales team to create a buyer persona together.

Your marketers have a firm pulse on the consumer — they've conducted extensive research, they've engaged with prospects via social media and email, and they've held focus groups.

But, more than likely, your marketers haven't spoken directly to these prospects. They might not fully understand your prospects biggest pain points, or the challenges they face that your product or service currently不能解决。这些见解只能从您的销售团队中获得。

Ultimately, to get a full picture of your consumer, it's critical that each team help craft the买方角色. For instance, perhaps you have your marketing team create an initial buyer persona through research and brainstorming sessions -- but then you gather input from salespeople to modify and refine that persona.

Getting initial input from salespeople, as well as asking for final approval on a buyer persona, is critical to ensure each team is working together with the same consumer in mind.

2.记录沿买家旅程的内容差距。

您的销售和营销团队应花时间编译两支团队创建的一切，以帮助为客户解决 - 包括白皮书，信息图表，电子书，案例研究和电子邮件流。

Then, employees from each team should have a candid discussion about what's missing. Maybe a sales rep notices your marketing team hasn't created any e-books on an issue most of her prospects' face. Alternatively, maybe your marketing team needs your sales team to provide input to craft a more useful customer case study.

此外，这两个团队都应花时间组织和了解什么内容最适合买家旅程的哪个阶段。尽管这可能是一个繁琐的过程，但这将有助于两支球队长期以来在战略中变得更加有效。

3. Keep track of every interaction your customer has with your company.

Nowadays, this is one of the most critical strategies you need to implement. It消除客户的摩擦, and it also helps your sales reps close more deals.

For instance, consider how you'd feel if you spoke with a sales rep for the first time, and he already knew where you worked, how long you'd been there, which email newsletters you'd subscribed to, and which company networking events you'd attended. You'd likely be more impressed than if you spoke to a sales rep who'd never heard of you before, right?

It's vital you find a way to keep track of each interaction your customer has with your company — afree CRM是incredibly useful for this.

4. Be customer-centric with your language.

营销人员和销售人员常常使用完全不同rent language and rely on different analytics to measure success. For instance, a marketer's measure of success might be based on blog traffic, Facebook likes, email subscriptions, or YouTube viewers.

Alternatively, a salesperson's ultimate measure of success is revenue.

However, there是两个团队都共享一个目标 - 以客户为中心。

为了使这两个团队保持一致，您的销售人员和营销人员首先要考虑客户至关重要。当营销人员通过电子邮件发送潜在客户时，她应该考虑另一端的人 - 以及他们是否want接收该电子邮件，以及该电子邮件如何对他们有所帮助。

Additionally, when a salesperson picks up the phone, she needs to remember the conversation isn't about making a sale — it's about solving a problem for a prospect.

考虑到这一点，您的团队将在模糊他们的个人任务和责任之间的界限上更加轻松，并认识到他们非常统一的愿望solve for the customer, even over their own processes.