Do you want to double, triple or even quadruple your leads and sales? It’s easy to do when you align Sales and Marketing.
But what does alignment mean? And how would you go about doing it?
So something happened this week that is a lesson for all of us. I was on a zoom call with a client and I was asking questions in order to set up his cold outbound sales cadence. I explained the options he had available on the Sales side and the options he had available on the Marketing side and when we worked it all out, he says “I think I finally understand what you mean by aligning Sales and Marketing.”
It shocked me.
I’ve obviously messed up somewhere.
I’ve put out 24 videos explaining how to align Sales and Marketing and I’ve obviously missed something. Somewhere, there must be something that is so fundamental to how I think about Sales and Marketing that I assume everyone knows what I’m talking about… but what if… maybe… no one knows what I’m talking about!
So I want to tell it to you like I told it to him and see if that helps you to understand.
And If you still need some clarification, please hit me up here at firstname.lastname@example.org and let me know. We can even get on a zoom call and I’ll keep explaining it in different ways until one clicks. Then when it does, I can update this video and we can all have a deeper understanding.
The Alignment Mindset
So I guess, it was the example of a cold outbound sales sequence that helped my client understand. It’s an easy example. And in this example, I’m going to explain the mindset I have that makes alignment so important.
When I want to sell something to someone, the first thing I think is: “how do we get in front of them?”
Then I list all the ways.
And those ways will depend upon who the Ideal Client you are targeting is.
You can break these ways, or tactics, down into Sales side and Marketing side tactics.
And here’s the key to the alignment mindset: if I want to do all I can to get in front of someone, why would I only use Sales OR Marketing tactics and not both?
I don’t want to be like Zig Ziglar in the 50’s only knocking on doors when he could have been calling, mailing and knocking on doors and achieved better results with less effort.
Building in Alignment
So I’m going to gather all the sales and marketing tactics I’ve identified and use them to create a sales or marketing campaign with.
Let’s go back and think about a cold outreach campaign by a Salesperson.
I know it is going to take 8 – 12 outreach attempts in order to make contact with the average target lead. So I HAVE TO create a plan to reach out to each target on my list at least 8 – 12 times.
An Alignment Example
But that doesn’t mean the only option I have is to call people. Just like Zig had other options than knocking on doors.
And today, we have a lot more options. On the Sales side a salesperson can:
- Leave a voicemail
- Connect on Linkedin
- Message on LinkedIn
- Message on Facebook
- Mail a postcard or letter
There’s a couple others, but these are the main ones.
Now, let’s think about these tactics a little bit.
What does a salesperson say on a call or a voicemail?
What do they write in an email?
What would they say in a letter or a postcard and how would they print them and get stamps?
It’s obvious there is some set up and Marketing expertise required to pull off some of these SALES tactics.
If we wanted to go all out, there’s other things Marketing could do as well in a cold outbound sequence. They could also email, mail, message on Facebook and advertise to leads.
But in this example, let’s just look at the Sales tactics we’ve identified and create an outreach sequence, otherwise known as a sales cadence, that we can use to contact someone with at least 8 – 12 steps.
So here is the sequence we developed for my client:
On day 1, Connect on LinkedIn
On day 3, Call, and if there is no answer, leave a voicemail and send an email
On day 4, send a sales letter
On day 9, send an email
On day 11, Call, and if there is no answer, leave a voicemail and send an email
On day 12, send a postcard
On day 17, send an email
On day 19, Call, and if there is no answer, leave a voicemail and send an email
This sequence has 11 touches planned to get in contact with the target.
It’s important to note that this sequence will continue until contact is made and you have a conversation. Once you speak to the target, you stop the sequence.
So let’s look at this sequence real fast and identify who does what.
So the salesperson can connect on LinkedIn on day 1.
But on every other day, a message is needed. A message that Marketing, or Sales and Marketing together need to create.
Sales can create a call script, a voicemail script and a standard email for days 3, 11 and 19. But there are other emails that need to be written as well as a postcard and a sales letter.
This is Sales Enablement content and it can all be created by Marketing and prepared for the Salespeople to use when they perform their outreach.
This is Sales and Marketing Alignment
So you can see that when I say Alignment, I’m talking about both Sales and Marketing acting as a coordinated team to create processes and messages that make it easier for the sales team to perform outreach.
In this case, Sales needs a campaign to reach out to new targets. Sales and Marketing work together to develop a campaign that achieves the objectives for the Sales team.
And it works both ways. Sales can also assist Marketing in their goals as well.
Marketing could be launching a new product, or promoting a webinar and in addition to all the tactics they can use, they can also enlist the Sales team to help them promote.
…And they develop a campaign that achieves the objectives using all the resources they have.
And that is how you can double, triple or even quadruple your leads and sales when you align Sales and Marketing.
That’s all I’ve got for you this week!
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