1 How to build a successful sales and marketing team
1.1 How to Build a Successful Sales and Marketing Team (The Smart Way)
1.2 1. Understand your weaknesses and set realistic goals.
1.3 2. Be smart about the technology available to you.
1.4 3. Speaking of marketing and sales alignment…
1.5 4. Measure both teams on their contribution to revenue.
1.6 5. Examine the strengths and weaknesses of your current team.
1.7 6. Think about the implications of hiring internally. Would outsourcing be a better option?
When you are passionate about your product and your business, you may feel a little too enthusiastic about growing your revenue organization.
Its good. We admire your enthusiasm.
However, there is one way to go when it comes to building a successful sales and marketing team. Adding new members to your team willy-nilly won't necessarily help you target specific growth goals, so you need to be smart about that.
Fortunately, being smart about it is easily achievable. Here's how.
1. Understand your weaknesses and set realistic goals.
To make smart hiring decisions, you first need to understand the gaps that you are trying to fill in your current sales and marketing teams. Your goals will help you determine who and where you hire.
For example, hiring business development representatives is a great way to book more meetings. However, if you don't have a marketing team producing qualified leads at a sizable rate then you are wasting money. The same goes for the reverse: you could invest a ton of money and resources in your marketing functions, but if your sales team isn't ready to handle the volume of inbound leads , you won't really be able to. capitalize on this effort.
Perform a funnel gap analysis to understand where your current sales and marketing functions fall short. If you're struggling to get leads at the top of the funnel , you may need to hire other marketers to increase the reach and effectiveness of your posts. If you are having trouble closing deals, you may need to focus on building the sales team.
The different roles you're recruiting for will impact your funnel differently, however, so you need to consider this before you begin the hiring process. Make sure your technology and internal processes are put in place with a scalable and responsive foundation to handle these changes.
2. Be smart about the technology available to you.
One of the biggest mistakes you could make in building your sales and marketing team is hiring a new team member to solve a manual process. Think about how you can take advantage of the technology you are already paying for to automate certain processes and use your resources to the fullest.
For example, if you manually qualify, assign, and route leads ready for sale to the sales team, consider how much of those leads can be automated by workflow tools . Maybe you already have integrations in place that can help automatically enrich contacts. With workflows, you can set up an automated qualification and routing process to fulfill the role of the man you pay over $ 20,000 per year to do something your system is already designed for.
Additionally, when your sales and marketing teams know all the technologies available to them, you create the revenue alignment that allows both teams to operate more successfully.
3. Speaking of marketing and sales alignment…
You can't build successful sales and marketing teams without making sure both teams are on the same page when it comes to your prospects, what interests them, how to frame your messages, and what goals they are you are continuing as a business.
Many companies combine their marketing and sales teams into one big revenue generating team. By crafting a service level agreement to describe how the two functions work together to drive our business' revenue growth, this organization facilitates the transition from marketing to sales and, as a result, drives the success and happiness of their customers. .
Breaking down these silos creates an invaluable feedback loop between your sales and marketing teams. Marketers can use the difficulties that salespeople face during the sales process to inform their marketing content and improve the lead qualification process, while salespeople can use the empowerment material produced by marketers to refine their marketing. message over time.
By ensuring team alignment, you can communicate more effectively about the challenges each team faces. For example, if your sales team is frustrated with the lack of leads that marketing is attracting, it could be a sign that you need to hire new marketers.
4. Measure both teams on their contribution to revenue.
Many marketing teams are only measured by the number of leads they produce, but that's a mistake.
It's okay to set lead quotas for your marketing team, but if you aren't also measuring your marketing team on their contribution to overall revenue, then you're not considering the suitability or interest of those leads.
This question has plagued sales and marketing teams for decades. Poor quality leads are unlikely to materialize, so it's a waste of resources for both sales and marketing to focus on them. For both teams to be successful, they need to be measured not only by the number of leads they attract, but also by the percentage of those leads that actually become customers.
Still, technology can help you streamline this process. By measuring the complex and wandering journey that prospects take to become customers, we can understand how our marketing and sales activities play out on a more granular level.
Think of the revenue attribution model as one more piece in the sales and marketing alignment puzzle. Sales and marketing teams benefit when they work together to achieve the same end goal.
Once you understand this goal and how the marketing and sales teams work together to achieve it, you can more easily determine how many marketers and sales people you will need to hire to achieve this goal. If you know that your marketing team needs to generate more leads than your sales team has the capacity to process to meet your income goal, it's a signal that you need to hire more people on your sales team.
5. Examine the strengths and weaknesses of your current team.
What are your current salespeople and salespeople doing well? What are they struggling with?
As sales and marketing teams grow, their employees naturally evolve into more specialized roles. In some companies, internal marketers wear a lot of hats, but some members of the marketing team specialize in video, social media, and partnership management.
Think about the specialization gaps in your current team and recruit to fill those gaps. If your marketing team is struggling to effectively manage your social media accounts, you might look for a marketer with experience in social media.
But again, make sure you're not hiring to solve a manual process or an issue that could be fixed with the technology you're already using.
6. Think about the implications of hiring internally. Would outsourcing be a better option?
It goes without saying that hiring, onboarding, and training a new team member costs a lot of time, money and effort. If you are a small team with limited resources, it might be better to outsource your sales or marketing function to an agency with a proven track record of high quality inbound lead generation .
Yes, building your inbound marketing machine in-house might seem like the better option as you will have more control over the end-to-end process but there is a level of trial and error in controlling the flow. inbound which could become more expensive than expected.
Instead, you could hire an outside team of experts to get your finish engine up and running quickly. While this model involves a little less control and flexibility, the appropriate agency will treat your engagement as a true partnership, considering the unique needs and goals of your business and working with you to achieve the best possible results.
Plus, by delegating some of this work to an outside team, you free up time to focus on other essential tasks. If you do your due diligence and feel comfortable outsourcing some of that work to an outside agency, you could save incredible time and effort while getting the same - if not more - value from the job. whole process.
Building a successful sales and marketing team requires:
Visibility into your current people, processes and platforms
Alignment with buyers' personalities, goals and messages
Frankness about the shortcomings and weaknesses of your current team
Ultimately, you might take a step back to analyze the performance and capabilities of your current sales and marketing team and realize that hiring an outside agency might be a smarter move for your business. Your decision will depend on the strengths, domain knowledge and resources you already have.