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Marketing & Sales Need To Work TogetherGood marketers are adding value to the sales process. In 2005 aligned sales and marketing companies were increasing sales 5% faster then their competitors. The 2010 study shows 50% more sales ready leads are being produced at 33% lower cost per lead. Our objective is to provide an overall frame work which allows the 3 areas of alignment to grow together in sales and marketing. The framework discussed below is built on the customers needs, the shifting concerns of Individuals making a buying decision, and using visual messaging.
Our client's successes demonstrate the best place to start is around your customers needs and how they make decisions to buy your types of products-services. These feature rich statements are converted to customer focused messaging which allows the customer to visualize how to use the product-service capabilities to help them achieve their needs.
These teams are made up of sales, marketing and subject matter experts who understand how the product is used by the customers in their market or industry.
With these messages as building blocks, sales and marketing tools can be created to be used in prospecting, sales, and the demand generation activities needed to go-to-market.
As the customer focused messages are being used across the aligned sales marketing activities.
This is not to say you won't need different messages by different titles of prospects and customers you face. Using messages built for the customers understanding and visualization of using the product, we begin to create the Best Buying Experience. To achieve the Best Buying Experience, B2B buyers expect sellers to understand their market.


The Best Buying Experience is a combination of Behaviorally Correct Skills, Product Usage Knowledge, and Market Knowledge. With a solid list of customer needs and messaging crafted to allow the customer to visualize usage, we are ready for the next step. We use the following chart to drill in and determine which of the steps are necessary from the customer standpoint.
Once the sales stages and steps are defined, it is time to circle back to an age old question, what is a lead. We focus on the place we tend to lose the race, the hand off of a marketing lead to a sales ready lead. To be used properly, this chart would need to be modified to line up with the review of the sales stages and steps already completed. The following diagram depicts a high level view of how the best in class have created a common sales method focused on how customers make decisions to buy their types of products and services. Good sales reps are giving invaluable information to marketers about the current landscape as well as customer feedback.It takes a diligent effort from both teams to continuously reach out and touch prospective clients through the pipeline.Have you developed a process for aligning these two important aspects of business? A common language, the buying process, (how individuals make buying decisions to achieve their needs), and a common sales method. These types of messages allow customers to develop a Vision of a Solution, in their mind, based on value. The method we use is to build a list of the feature-benefit statements, from a gouping of like products and services. We recommend using different teams as required based on the product or service groupings within a company.
Prefering to work with sales people who can describe how their offerings can help solve their business needs and use behaviorally correct skills throughout a consultative buy-sell cycle.


Lining up a common sales method with the shifting concerns of how individuals make buying decisions. In the August 2010 study, an interesting point is the aligned sales marketing companies show 47% of the sales forecasted pipeline is generated by Marketing. With this visual, we layout the buy-sell cycle and help facilitate agreement on the common language which describes a marketing lead and a sales ready lead. Using messaging and support tools which resonanct with the customers and their compelling needs.
Let us know how you navigate the balancing act in the comments section below!See you in the social sphere!
Then drill into these looking for those which help the customer achieve their most compelling needs and are unique to your products or services. Whether the customer has one decision maker, or a Buying Committee, we are still selling to individuals with individual compelling needs.
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