If you’re planning next year’s marketing strategy, invite sales along for the ride. The more you let sales know about your plans, the more they can plan their strategy—and most importantly, the more you can learn what their strategy is. You’ll also get feedback on your plan and suggestions on how to make it more attractive to potential customers.
In fact, making sales your new BFF will make your job as a SaaS marketer more effective.
As an inbound marketing agency, one of the first things we do for our clients is to develop buyer personas. The way we do that is by interviewing two sources: a client’s client and a client’s salespeople. The reasoning is pretty simple for the latter.
Your salespeople, particularly the top performers, will provide you with everything you wanted to know about your customers and potential customers:
You’ll get valuable insight that may influence some of your messaging and content focus, especially if it’s been a while since you created personas. And sales will appreciate that you’re coming to them for knowledge.
This is a good start, but I would suggest meeting once a month. Here’s why.
As a SaaS marketer, you’re implementing tactics on a daily or weekly basis. Why wait 2, 3, or 4 months to learn that the messaging in your latest email campaign is misleading prospects about your newest product feature? Find out from sales sooner than later, readjust and move forward.
Your SaaS marketing team has all of their content assets at the click of a mouse, but can your sales team access those assets? If not, create a shared file that every salesperson can access and let them know when new assets are added.
Also, ask them for feedback about what you’re creating. For example, prospects love case studies and sales people like to share case studies. But if your sales team is fishing for blue marlins and your case studies spotlight sardines, you need blue marlins. And because sales has the relationship, they can make the right introductions between the client and marketing to get the case study conversation started.
Show your sales team how your content creation and nurturing is making their lives easier by giving them access to your marketing platform. They probably don’t know all the work that goes into a campaign so here’s your chance to demonstrate.
Not only will they get an appreciation for the work involved, they’ll see how all of the pieces fit together to go from anonymous web user to qualified lead that lands neatly in their CRM.
This may be more of a “sell” on your part, but try to find volunteers from sales to write blog posts. Here are a few selling points:
Once sales starts to see how their content pushes qualified leads into their CRM, they will become even more interested in creating an alignment with marketing. When that happens, both sides not only benefit, they become as inseparable as the greatest duos.