Does your marketing program support your sales revenue generation efforts? Align the two & watch for results.
Let's do a new brochure! We need to update our website! We have to do social media – everyone else is!
How often have you heard these individual requests for marketing tactics that, perhaps, have no relation to driving revenue? It seems to be a constant for both sales and marketing and, yet, it doesn't have to be. Bring your sales and marketing programs together and you will:
Marketing exists to support the sales effort. I liken marketing's role to sweeping the street in front of the business developers and being the wind at their backs as they pursue new opportunities. Yes, there are other activities marketing will undertake that may not be closely aligned to revenue generation, but the majority of marketing activities should have a solid connection to what the business developers are doing, and, subsequently, to the bottom line.
Four signs it's time to align your sales and marketing efforts:
1. Does your firm hold your sales meetings separate from marketing meetings?
Marketing can't support the sales efforts if they don't hear and understand what is going on. That happens best in a meeting setting with group sharing and discussion. Most marketers are strategists and their ability to be strategic is contingent on having great input from the sales team. Open the doors and let the teamwork begin!
2. Does your marketing group know the firm's revenue projections and what it will take to accomplish those?
Include marketing in understanding revenue projections. Those revenue projections should be broken down into a reasonable formula so everyone understands the size of target market the firm should be pursuing, what is needed to engage new prospects and nurture existing relationships, how many proposals must be submitted, and how many interviews must be won.
3. Do your business developers and marketers have different ideas on the company's value propositions?
Both sales and marketing must be on the same page when they talk about the company whether in person, in a brochure or on the company website. That common ground should include your company's vision, mission, differentiators, and value propositions. Everything said by both business developers and marketers must have a common voice in order for your audiences to believe you.
4. Is everything for marketing requested at the last minute?
If requests for marketing activities are almost always coming in at the last minute, there isn't a common sales and marketing plan in place where both sides know what is to be done to accomplish the goals. It means that individuals are working unilaterally and deciding what they need on-the-fly. Yes, there are times that a last-minute SOQ is needed, but if last-minute requests are an ongoing issue, one hand doesn't know what the other is doing.
Watch for upcoming posts in September on "Aligned & Integrated Sales & Marketing" and the "Six-Phase Revenue Generation Cycle." Thank you for visiting and enjoy our new website!
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Friday Chow is posted weekly, or thereabouts, to provide you with insights and considerations for AEC sales and marketing. Good stuff to feed your revenue engine!
When you're ready to improve your business development, marketing, and client relations programs, contact Red Hound Studios at firstname.lastname@example.org