How to Align Sales and Marketing

How to Align Sales and Marketing

If you are interested in aligning Sales and Marketing and wonder how it’s done, the answer is simple.

You align Sales and Marketing via:

  • Content
  • Process

If that’s the answer you were looking for … you’re welcome..

But, if you want to understand how content and process make the magic happen, then keep reading.

The Same Old Problem with Sales and Marketing

For years Sales and Marketing have been two separate and distinctly different divisions in most companies.

Marketing typically doesn’t send leads to Sales. When they do, Sales typically think the leads are crap … a total waste of time.

Marketing thinks the leads they send are ignored and not followed up on by Sales, so they tend to focus on branding and awareness in order to make the phones ring and bring in business.

It’s gotten so bad that some industry leading companies have created “Outbound Marketing” teams that focus on outreach, including cold calling, to target consumers and inform them of solutions they offer.

Stop me if I’m wrong, but it sounds like a Sales team to me … except it’s under Marketing’s control.

And unfortunately, some have reported that most outbound marketing teams aren’t all that successful in driving revenue.

So What’s the Answer to Alignment?

Have you heard the quote by Einstein that the definition of insanity is doing the same thing over and over and expecting a different result? If you come at a problem from the same angle you’ve already tried and failed at, the odds of success are low.

If you look at Sales and Marketing as two separate entities and try to force them together it won’t work.

It won’t work because their processes are different.

But if you realize that Sales and Marketing are already joined, and united in a common goal, then it’s easy to see the answer to alignment.

You see, Sales and Marketing are responsible for the “client acquisition” phase of your business. If you develop a client acquisition process … then Sales and Marketing could be team members working together to deliver sales through an “aligned” process.

Sounds simple.

And I had most of the pieces and had implemented them in my business, but I was missing something.

As luck would have it, after a conference in San Francisco, I boarded a late flight back to Atlanta. For some reason, I was bumped to first-class and sat beside a guy in his mid-fifties. I pulled out my laptop and started working on a map of the system I had in my head that aligned Sales and Marketing in Illustrator.

The guy next to me asked what I was doing, so I told him I believed there was a way to align Sales and Marketing with one process. He said, “there is … and you seem to have an advanced version of it.”

That shocked me because I couldn’t see it … yet.

Over the next 4 hours he explained to me who he was, how he knew, and what the secret to alignment is.

It turned out, he was an angel investor in some of the largest, fastest growing companies you have heard of.

He said that he had paid the brightest marketers, management consultants and business process engineers millions of dollars to make a map similar to the one I was developing. He asked how I arrived at it.

I told him I developed the map because I own a small business selling digital marketing services and I have a lot of competition.

I have to do the marketing, the sales, the development and production, I have to collect the payments, pay the bills, keep everything running, hire, fire, motivate, set the vision, coordinate everything and even take out the trash.

“I’m trying to make it easier on me out of necessity.”

“Well, excellent work!” he said. “I’d even appreciate it if you would share it with me when you are done because it’s more advanced than our model.”

Over the next several hours we discussed the model at length. He shared his findings and helped inform my model.

We agreed that when you gather the most successful Sales and Marketing tactics and strategies and identify specifically what they are doing and why they work so well, then map them to the client acquisition phase, a map takes shape.

That map leads you to an ideal client acquisition strategy that aligns Sales and Marketing, and suggests the processes that are required to put the plan into action.

That was the genesis of the Client Magnet System – our model that aligns Sales and Marketing, speeds up the sales cycle, increases lead generation volume and grows a business faster than any other method.

It’s a client acquisition process which includes both Sales and Marketing that makes the system work and gives you amazing results.

That process is automated using tools that capture leads, move them through the funnel/pipeline and make marketing and sales outreach easy.

What About Content?

The reason the wealthy, grey-haired capitalist told me my model is advanced is because he only understood the process. He had spent a lot of money to nail it down – but there were problems.

Namely, the Sales teams in the various companies he owned/invested in were struggling with social media. The Marketing teams were putting out regular content that was largely promotional for a specific campaign.

There was no purpose for their social media other than to notify people of the benefits of their company and their products. They weren’t building a following, relationships, or business.

He admitted it was working somewhat, but he felt there could be more. He wanted to somehow leverage social media with his Sales and Marketing teams without working harder or creating a social media department with their own budgets and agendas.

And that was the problem I had solved.

You see, when you understand the different types of content used in social media, blog posts, web sites, sales letters, and the like … and have fine-tuned skills as a copywriter … you can develop a system to produce content.

A lot of different types of content!

Informational, educational, stories, FAQ’s, SAQ’s problems, warnings, benefits, solutions, secrets, insights … a whole bunch of different types of content.

Content for your blog, and your businesses social media on every channel.

Lead magnets – like guides, ebooks, webinars and more to inform, educate, influence and move the sale along.

Content your salespeople use to answer questions, inform, persuade and sell with.

AND … content your salespeople use to develop a personal brand as a salesperson of your company’s products and services.

Using an editorial calendar, splintering, systems, templates and training, your sales teams can connect with more prospects, build better relationships, develop trust and sell more, more often.

It’s all possible with the Client Magnet System using a single client acquisition process and varied, omni-channel content.

Some others have tried to align Sales and Marketing with all-in-one tools, but they are ineffectual and ineffective at the task.

Aligning Sales and Marketing requires buy-in by the business owner and the Sales and Marketing teams.

These teams need to understand the alignment strategy, their new roles, processes and deliverables.

That’s not something software can do, no matter how good it is.

But it’s all included in our Client Magnet System.

We have a lot more content available for you to learn more about the Client Magnet System and how to align Sales and Marketing and grow your business exponentially faster than any other strategy.

We have developed a QuickGuide on the Client Magnet System that gives you a complete overview of the system as well as a webinar that goes into the system’s structure in depth.

Get the Client Magnet System QuickGuide

Sign up for the Client Magnet System webinar here.

If you have any questions, let me know. And if you have had any successes or challenges with aligning Sales and Marketing in your business, please share in the comments section below.

About Michael Miller

Mike Miller is the co-owner of Mindwhirl.com, a Digital Marketing Agency in Atlanta, Georgia that focuses on aligning sales and marketing for exponentially greater results.

Michael’s mission is helping small business owners understand, and organize their marketing so they can make money and grow.

Mindwhirl helps business owners plan and implement effective, profitable marketing campaigns and sales programs.

If you need more sales, we know how to get leads and grow businesses. Call us today at (770) 295-8660, or email Mike at mmiller@mindwhirl.com.

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