You and I are reading more and more about the importance of sales and marketing alignment. So pull the car around and buckle up! I’ll tell you how to get it done.
I’m Tony Compton, Welcome to my Marketing Podcast.
It's sales and marketing alignment in 30-minutes.
Hit the road… Sales, Marketing, and your Pursuit teams. You’ll get your alignment.
Do yourself a favor. Set aside those metrics, analytics, and reports. Even if it's just for a moment.
I took a rent-a-car ride with a sales person to a big time company headquarters, in support of a major sales pursuit. The sales person? A closer.
Just the two of us, from my hotel to the company’s headquarters. The conversational car ride lasted about a half an hour. At the end of that ride, sales and marketing were aligned.
Years of sales and marketing counsel, advice, analysts, consulting, technology, and academic analysis. Of posts and articles. By, from, and for everybody in Sales, Marketing, Consulting, Tech, Management, Investing and Finance, and the C-Suite.
Give all of that a rest for a moment. Get out there. Where the customers are. And where your competitors are.
When a marketer spends 30 minutes road-tripping with sales to a customer, that marketer will know what’s important.
Revenue. And so very much more.
Alignment becomes mandatory. Not in years. In 30-minutes.
Much of that day after the sales car ride involved an on-site team meeting. People from both sides, from various areas of both companies, in addition to the two of us who shared that ride.
The sales and marketing moment was right in front of us. Game time.
More, my alignment should really include inside sales and external business developers, with ‘corporate marketing over there’ and ‘product marketing over here’ and ‘sales enablement all over’ and everybody aligned for the success and longevity of the corporation.
So take the initiative and hit the road.
And I’ve yet to mention pre-sales, field consultants, alliance partners, project managers and their implementation teams…so I will now.
I’m sure they’d also like to be ‘aligned’. Because they will play a part in the sales and marketing and resale, up-sell, and customer retention scenarios.
It’s starting to get crowded. But give everybody a seat.
Only, on your next sales road trip, you may need to rent a bus.
Encourage the alignment chatter on that drive to the client site.
Until, the time when you may be surprised to hear sales tell marketing to keep quiet.
To stand down.
I’ll tell you about what that sales and marketing scenario looks and sounds like on my next podcast.
Which will be experienced, down to business, and right to the point!
Now That’s a Marketing Podcast!
I’m Tony Compton.