3 common marketing and sales myths – debunked!

Video Transcript of Marketing and Sales Myths:

Sales and marketing share the same goal, we all want to close more deals. Shame then, that in most organizations, the two teams work as if they live on two different planets. In this video, I share and debunk three common marketing and sales myths, so we instead can have marketing and sales work together – in perfect smarketing! You’ll also learn what a new type of sales funnel could look like, but first, some background as to where these myths come from.

Marketing and sales myths – how did it start?

We’ve heard of the buyer’s funnel, the journey from a prospect to a customer. This journey used to be controlled by the seller, but today, most of this journey is completed without a sales rep as the buyer is exposed to a lot more information than before, with content supported by the marketing team. Meanwhile, without the smarketing team work, marketing and the buyer are having their own little private party and sales is not invited. They have no insight in the buyer’s behavior or interests, which leads us to myth number 1.

The sales person used to control most of the buyer The buyer

1. Sales doesn’t get involved until more than halfway through the buying cycle

I know, that’s kind of what I just said, and some even claim that this is the end of the sales person. I’m not gonna be that dramatic. I’m saying that role of the sales person has just changed, or evolved. Instead of waiting for the final point of purchase, the sales person’s task is with marketing’s help, to collect insights about the journey, so he or she is fully prepared when it is indeed time for a purchase. Marketing automation and a CRM integration on top of that is the easiest way to keep track of prospects and exactly how they engage in content.

2. The buyer doesn’t need to be contacted until they contact you

Don’t wait around for the call. If you want some action, you need to take action and we do that by creating different types of content for each stage of the funnel. This prepares both seller and buyer for that final sales meeting (this is what we also call content marketing). The sales team can help out here too. It’s actually them who are out talking to the customer, they should then share what they learn from these personal interactions with the marketing team. That’s how the marketing team can finetune the buyer personas and serve event more relevant content.

3. When a lead becomes an MQL, marketing’s job is done.

You could think of any type of relationship here really. You wouldn’t marry someone and then immediately turn to your new husband or wife and say “thanks, that was fun. See ya!” The same thing goes for business to consumer relationship. 80% of your future profit will come from 20% of your existing customers, so this is where we’re starting to hear some buzz about a new type of sales funnel. This funnel continues on after the purchase, with stages such as adoption, retention, expansion and advocacy. In other words, never underestimate the power of a good post-purchase strategy, to keep that spark going. Some important parts of post-purchase communication are content put on automation, stellar customer support and service and customer surveys. The last part is so that the customers truly feel that you listen to them.

And then we all lived happily ever after! What tips do you have to help the two teams work better together?

As Digital Marketing Manager, Josefine oversees strategies, production and processes for all content marketing efforts, including social media, email and blog. She also introduced videos into their content marketing strategy, in which she shares her best tips on different marketing topics.

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