Did you know that 74% of sales professionals are failing at their jobs? According to a survey by Objective Management Group, only 6% of salespeople are considered elites and do a great job at selling. Another 20% are okay but could do better. Of the 74% failures, the bottom 20% are hopeless, meaning they are not only ineffective, but also untrainable. In fact, this phenomenon is apparent across all industries.
We’ve all seen it – the salesperson that starts in with “I would love to talk with you”. Or uses “I” all the time and forgets the whole reason they are talking with you is to uncover your needs and wants.
An example we often use to describe the difference between marketing and sales is golfing. Marketing is the caddy and sales is the golfer. The caddy can set the ball on the tee, he can pull the driver back, he can help the golfer obtain a laser sharp focus on the pathway to the hole, he can even help position the golfer’s arms for an ideal swing but he cannot make contact with the ball. Only the golfer can do that. If the golfer can’t hit the ball, the caddy’s efforts are wasted.
Think about your organization – who are your elites and who are your bottom feeders?
To learn more about how to get your caddy and your golfers working more effectively, contact us at 515-868-0240.
Is your marketing team effective at driving bottom-line results? Does your sales team respect the work of your marketing team? Could they have a better working relationship? There are three common reasons why sales and marketing teams can’t work together. Check out what those are below and some ideas on how to improve the relationship.
Respect for the Other’s Position.
Marketing is a program of study at universities across the world. True marketers have credentials to back them up and prove they have achieved a level of knowledge in their field. Sales is a field of study with limited formal programs and consists mostly of on-the-job training. Marketing folks tend to think sales people have a fake-it-until-you-make-it philosophy, while sales folks tend to think marketing people were handed their job on a silver platter. Both disciplines are important to your organization. To build respect for each other’s role, identify clear responsibilities for each role and state why each is important to your organization.
A good leads process specifies what to do with a lead from start to finish. Most organizations do not have a defined leads process. This creates territorial fights between marketing and sales over who owns the lead. A good leads process includes defining: where a lead starts, when it is passed back and forth between departments, what to do with a lead until it closes, and who closes the lead.
Most sales people are compensated on a base plus commission. Most marketers are compensated with a salary and an occasional bonus. If a customer has been nurtured for a year by marketing, is passed to sales and closes within two months, who gets all the commission? In most organizations, the salesperson gets a check and the marketer gets mad.
Compensation plans need to take into consideration that marketers nurture many long-term leads while sales works one-to-one with a prospect. A good indicator of successful marketing is a shorter leads cycle.
Are you interested in learning more about building a stronger sales and marketing team? Contact us at 515-868-0240 to talk through some ideas.
Sitting in front of you is a magic potion. If your marketing and sales teams drink a sip of this potion every week for the next six months, then your bottom line will improve. This magic potion will not harm them. It will not cause them to work any harder than they already are. It will alter their minds in that they will start to see things differently.
Would you give this potion to your team? Of course you would!
So, let me ask you – why do we need a sorcerer to create this potion when we have the ability to create it ourselves?
In effective sales and marketing organizations, the teams must be aligned. However, 93% of small to medium-sized businesses are not aligned. Below are five tips on aligning the sales and marketing departments of your organization.
- Get team buy-in. Perform a competitive advantage test with your team. Ask your team what the top 3 competitive advantages of your company are. Write them all on the board and select the top 3 by vote.
- Create a program where marketers and sales team train together to understand each others job roles.
- Strategic Marketing Campaign. Get everyone on the same page by identifying the key marketing strategies for the next year.
- Have Marketing and Sales work together to create an agreement of each of their roles.
- Consider a performance pay option for both marketing and sales.
Are you interested in learning more ideas on aligning your sales and marketing teams? Contact us at 515-868-0240.