In the business world, there are some facts we all inherently understand about Sales.
Sales create revenue, which leads to cash flow, which can, in turn, lead to profits. I remember hearing Peter Thomson put it this way when he spoke at a seminar years ago:
Revenue is vanity, cash is sanity, but profit is king.
As a business owner or business leader, this quote probably resonates with you as you work to run a business that is not simply making money but is actually making a profit.
If your Sales team isn’t generating revenue, then your business won’t stay afloat for long. That being said, Sales shouldn’t stand alone. Sales must go hand-in-hand with the rest of your business, from marketing to operations to management.
There are plenty of cliches about Sales’ role in a business:
Sales can solve many problems.
Salespeople are often the highest paid people in organizations.
Nothing happens till someone sells something.
Sales create the need for all other operations, delivery, finance, accounting, HR, etc.
Don’t get us wrong, we really value our Sales team. We just believe organizational operations isn’t linear and Sales isn’t an isolated function.
Here at The Marketing Squad, we want to turn the conversation to how Marketing and Sales work together to produce the revenue that ultimately leads to profits.
Does Marketing Support Your Sales?
“Smarketing” is marketing industry jargon for the alignment of Sales and Marketing. When you align Sales and Marketing the idea is that both areas of your business are working towards the same goal, communicating frequently, and holding each other accountable to the growth of your business.
Too often, though, we see well-intentioned “Smarketing” turn into two teams running parallel races without actually supporting each other along the way.
Think about it, would your Sales team function better and have greater results if you could offer them the following support?
- Branded presentation slides
- Branded leave behinds
- Qualified leads asking about your products or services
- A relevant blog that answers many of the questions their prospects are asking
- Webinars to shorten the education process
- Email messaging, customized and automated to keep you top of mind during the sales process or even before a prospect enter it
- Case studies, testimonials, and reviews to help buyers gain trust
- Videos explaining how to buy and how to utilize your products or services post sale
- Video testimonials from your best clients to create social proof
- Social media channels telling the story of your brand and amplifying word of mouth referrals in the digital space
- A website connected to your CRM and email marketing systems
- A website with a portfolio of your best work
- Targeted digital advertisements to the people they really want to reach
- Live chat features on your website for better sales and customer service
- Targeted landing pages for different products or services in different regions
- Beautiful trade show setups
- Product comparison guides, both on your website and in well-designed PDF’s
Your Potential Outsourced Marketing Team
All of these things are strategic ways that marketing should be supporting your Sales. Maybe, your Marketing team is already delivering this kind of support to your Sales team. If so, you rock!
But if not, then we’d love to chat about how you could add a whole team of marketing experts into the mix for the cost of one new salary (and without paying for benefits).
Also, we only drink the office coffee and use the toilet paper on the few days each month when we’re onsite. We’ll even give you fridge rights at our place if you need to get out of the weeds and come to our pad over in Middletown. You can’t tell us this doesn’t sound like a win-win!
To grab a cup of coffee with Marshall Fall, the best coffee buyer in Louisville, let us know you’re interested. He’s also really upping his game on our office espresso machine if you’d like to come see our place.
Either way, don’t wait another day to get your Sales team the marketing support they need and deserve.