Back in the old days, sales had the ball in their court. They told customers what revolutionary products they needed to buy to “change their lives,” and they were — for the most part — successful.
Now, the customer calls the shots. With access to the Internet, customers are more self-sufficient, discerning and informed than ever before. So, now more than ever, sales cannot stand alone.
Sales needs marketing to delve into consumer minds, to study what they want and what inspires them to buy. This ultimately boils down to sales really needing marketing content support to help them shape and reiterate their prospect’s buying vision.
In order for marketing to influence the sales pipeline effectively, both teams need to work well together.
Here are a few ways to bridge the gap between sales and marketing:
Aligning marketing with stages of the buyer’s journey
Every buyer goes through three key stages: awareness, consideration, and decision. The awareness stage is just like it sounds: buyers become aware of and interested in a topic and want to learn more. During the consideration stage, buyers realize they have a problem and they desire solutions to solve it.
Traditionally, marketing plays a bigger role driving demand and influencing leads during early stages of the buyer journey: awareness and consideration.
When buyers are qualified and handed off to sales during the final decision and action phase, marketing is typically hands off and does not have a big impact on the way content is presented to buyers, in the low funnel.
How sales can use marketing content to help drive faster conversions
Besides using standard marketing content libraries, for collateral/assets, there has not been an efficient way for Marketing to link directly into sales workflows, to influence deals facing decision-makers…until now.
PandaDoc offers a simple shared workspace for sales enablers, like marketing or product, to organize, update and manage micro content blocks, which may include interactive videos, success stories, polls, graphics or competitive matrixes.
Sales can then easily search, drag and drop these content snippets into proposals and further customize them for each individual prospect. The result of this collaboration between sales and marketing is more insightful and interactive sales proposals.
A cloud-based content creation platform enables better collaboration
One of the benefits of using a cloud-based solution to manage and store documents is that sales and marketing can access essential marketing content from virtually anywhere. If quick changes need to be made, based on buyer feedback, sales can add and remove content to accommodate.
Or, for example, if marketing has just created a time-sensitive graphic advertisement that needs to reach a specific audience, sales can pull that ad and place it right in their documents by accessing the content library.
Now that everyone can access documents and a shared content library, from a centralized location, lengthy document assembly can occur within minutes! Also, sales has exactly what they need to make proposals faster and more effective.
Using software, like PandaDoc, will streamline all parts of the selling process. From creating marketing content to building proposals to approving and closing deals, sales and marketing can work better together if they have the right collaboration tools.
What are some things sales and marketing teams don’t seem to understand about one another? What are some ways your sales and marketing departments could work better together to meet their goals?