As marketers, we know how important it is to have strong alignment with our sales teams. After all, if you’re going to effectively close customers and generate more business for your company, you’re going to need to make sure your marketing team is not only providing your sales team with quality leads, but that you’re also providing them with the information they need to have the best shot at converting those leads into customers. But creating that alignment? It’s not always so easy.
We talk a lot about closed-loop marketing — being able to tie every single lead, customer, and dollar back to the initiative that created it. But another important part of closing the loop is getting your sales team to report back to you about the quality of leads you’ve generated — and what became of them — so you are better equipped to generate high-quality leads going forward.
Starting to pick up on the pattern here? The key to maintaining a happy sales team iscommunication. Two-way communication, at that. So if you’re just generating leads and throwing them at your sales team to see what sticks, I guarantee you’re not generating as many high-quality leads, or as much revenue, as you could be.
Okay, so I need to communicate with my sales team to improve both our teams’ effectiveness. But what am I supposed to talk about with them? What kind of information should I be giving them, and what should I be getting from them in return?