10 Ways Content Marketing and Sales Teams Can Work Together

10 Ways Content Marketing and Sales Teams Can Work Together. Too many companies keep their marketing and sales separated into two teams. They don’t connect with each other nor do they have access to each other’s data. Both the marketing and sales teams should have a clear understanding of not only definitions but also of how a lead is pushed down the funnel to become a client. If the two teams are not defining these terms in the same way, the leads are more likely to be scored incorrectly, resulting in a lot of missed opportunities for the business and improper crediting of leads within the company. The sales team isn’t going to use irrelevant content (and neither are the target buyers). Use progressive profiling Sales teams ignore 80% of marketing leads, which means the time and resources to earn those leads is wasted. If marketers offer better quality leads by improving the vetting process, the sales team can take these leads more seriously. Recycle sales leads to marketing If a lead isn’t ready to buy, it should go back to the marketing team for more nurturing. Want to help your sales team learn more about how to use content marketing to improve their sales?

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Too many companies keep their marketing and sales separated into two teams. They don’t connect with each other nor do they have access to each other’s data. This silo mentality results in a huge lost opportunity for these businesses — upwards of 10% or more revenue annually, according to IDC as compiled by HubSpot. The curated research also reveals:

  • Companies that align their sales and more practices in place generated 208% more revenue from marketing efforts (Marketing Profs).
  • Companies with dynamic, adaptable sales and marketing processes report an average 10% more of their salespeople meet their quotas compared to other companies (CSO Insights).

If your company wants to see similar benefits from a sales and marketing alignment, it’s time to restructure the two teams to facilitate better workflow between them.

1. Share all data

Don’t ever let one team gather data that the other team can’t access. Sure, some marketing data is irrelevant to sales, but more often than not, it’s not. Don’t put parameters on what either team will share and that includes ensuring marketers access to the CRM. Universal access will lead to better communication and deeper insights, and will prevent duplicate work.

2. Have unified buyer personas

Analytics and data must be shared across both teams. Using these insights enable more accurate, uniform buyer personas to be developed. In turn, the sales team is more adept at connecting with the target audience. The marketing team is better informed as to who it wants to read or view its content.

3. Define life-cycle movement

A whopping 68% of B2B marketers haven’t identified their marketing-sales funnel. If there is no customer journey process, how can you improve it? Both the marketing and sales teams should have a clear understanding of not only definitions but also of how a lead is pushed down the funnel to become a client. Both teams should have a clear vision of how this works.

4. Agree on qualifying criteria

Marketers should know what qualifies someone as a lead, a marketing-qualified lead (MQL), and a sales-qualified lead (SQL). If the two teams are not defining these terms in the same way, the leads are more likely to be scored incorrectly, resulting in a lot of missed opportunities for the business and improper crediting of leads within the company.

lead-qualifying-criteria

5. Create content based on the funnel

Up to 70% of marketing…

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