What’s more important…marketing or sales?

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What do you think is more important…marketing or sales?

Is it possible for an In-House Marketer to have a direct impact on the sales and revenue? Yes, it is 🙂

Especially if we understand and accept that on average 70% of the buying decision is made online before a customer contacts you for the first time.

Marketers and sales teams need to align and work closely together to: – tackle prospective customer’s questions and sales objections before they contact your company. – encourage more qualified leads and better customers. – deeply understand customers to market effectively.

Customers are in control now and you must serve them.

I’d love to know what challenges you are having aligning with the sales team in your organisation and what success and wins you have had.

Let me know in the comments.

Transcription

When we understand the simple statistic that 70% of the buying decision is made online before first contact… what does that mean?

Does that mean that marketing is more important or does it mean that sales is more important?

Is it possible for an in-house marketer to have a direct impact on the sales for an organisation? Absolutely, of course it is.

But we first of all have to understand the zero moment of truth.

On average 70% of the buying decision is made online before someone contacts a business for the first time.

When we understand the simple statistic that 70% of the buying decision is made online before first contact… what does that mean? Does that mean that marketing is more important or does it mean that sales is more important? Well it’s obvious to me, it’s obvious to you as well, but it means that we need to put a lot of work into marketing so that people can find us when they’ve never heard of us before.

Sales has changed and this means that marketing becomes a massive part of the sales process. So what do we do as marketers in order to have a direct impact on sales is you will want to align yourself closely with the sales team.

You want to get involved with what they’re doing. What questions are they being asked most often? Are we addressing them in our content? What frustrations are our customers having from buying from our industry? In general, why are people not buying from us? What is stopping people from buying from us? What kind of objections do our potential customers have about the thing that we offer?

In other words are we taking all of that information that sales people are using on a daily basis and putting it into our marketing so that our prospective customers -when they’re doing the research, when they’re in that zeromoment of truth – can find the information that they need to help them make an educated buying decision?

No longer can the marketers work without the sales people and no longer can the sales people work without the marketers. We are in the same team. We’re driving the same thing. We’re all trying to do exactly the same thing which is to get new customers and to increase the number of customers that we have in our business. That’s what it’s all about. To get more sales.

One challenge that you might have with the sales team is that they don’t understand why the marketer needs to work with the sales people and for me and for you that should be really simple.

And that’s about helping the sales people to understand the benefit that they will get from working with someone like you because if they can work with someone like you, if they can help you with all these questions with all these problems that their customers are having, if they can give you the information that you need ultimately the sales people are the people that benefit the most.

They will get highly qualified leads. People that want to spend more money and stay with the company for longer these people will also move through the sales process a lot faster ultimately leading to better customers which is what it’s all about.

So if you want to be a great marketer if you want to have the biggest impact that you can have on an organisation then you’ll have to lead and that leadership means aligning yourself with the sales team, becoming part of their culture and helping them to win.

I would love to know what challenges you’re having with working with the sales team in your organisation and what success you’ve had with aligning the marketing team with the sales team.

Jump into the comments section with your thoughts your ideas.

What’s on your mind I’ll catch you in there.

Don’t forget to be awesome!

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About Nicola Crawford

Marketing PA at the Content Marketing Academy.
In business, I believe in people first.
Mum to two crazy kids, Alaina and Morgan.
Green belt in Shotokan Karate.
Always learning, always growing.