Sales and marketing need to communicate properly as they both seek to bring value to the table. Ultimately, the goal is to increase revenue. Today’s guest, Giles House, shares with us how you can better improve the communication between sales and marketing to help you become more effective in your organization.
Giles is the Chief Marketing Officer at CallidusCloud, a fast-growing global enterprise and SaaS company that features the Lead to Money suite, which is a marketing and sales services platform that helps people manage their businesses from leads to closing deals to making money.
Here are the highlights of my conversation with Giles:
Major challenges in sales and marketing:
- Getting the basic processes right
- Disconnected in the end goal of driving revenue
- Falling into the silos
Think about the 360-degree view of the salesperson
Many salespeople tend to check the lead away if they’re not ready now, not realizing that 50% of these people are in an active sales cycle with competition because they failed to nurture them. This is a symptom of not having a good process in place.
Disconnected journey from lead to money
There is misalignment in your sales process due to the lack of data that disconnects the journey of the buyer. You lose data. You lose insight. You lose the ability to cross-sell and upsell.
A need for artificial intelligence
There is a need to look through data and be able to suggest opportunities to sell them more.
Data as the underlying thread
The more different systems you use for the sales process, the more complicated things get and the more inaccurate your data will be.
They key is to prioritize your client’s problems that align with what you can offer as well as manage their time frame to get in the order you want instead of the order they want.
The role of data is to analyze other opportunities that are less obvious and to catch the plates that just might fall from the many plates a salesperson is juggling.
Pre-sale is the new post-sale
Begin at the first contact you have with the company. Get that right. Be that value-added advisor and they will keep coming back to you.
KPI’s to pay attention to:
- Cross-sell and upsells as good indicators
- Customer survey and feedback
Giles’ Major Takeaway:
Understanding what the customer is doing gives you an opportunity to sell more. Think about the 360 of the customer and think about the 360 view of the salespeople.
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