Marketing thinks Sales is weak, and Sales thinks Marketing is smoking something strange. We call this…
The Marketing-Sales Disconnect
This isn’t a people problem, but a huge gap in your customer path that only you, the business owner, entrepreneur or CEO, can change. But it takes a real commitment to implement the steps and invest in the process to make it work.
Marketing – operating alone — can implement everything they know about your Ideal Prospects, creating imaginary “avatars” with all the right demographic details and touching all of their “hot buttons” so they respond.
Marketing can reach the right prospects with all the right demographics, right Where they’re at, When they are primed and ready to hear your message, using the right Methods and Channels (the How) to get through to them.
Marketing can do everything right… and still have a boatload of leads that still have to be “closed” to buy.
Isn’t that what Sales is for?
Meanwhile Sales can plow through tons of “qualified” leads, spending countless hours – “Whatever it takes!” — overcoming every objection and “closing” as many as they can.
What a waste of time and money!
The truth is, BOTH Marketing AND Sales are working with a handicap: there is no systematic way for Marketing and Sales to Partner together! Marketing can see What suspects and prospects do through our cold, hard KPIs.
Only Sales can tell us Why they are making their decisions — or not. This is the “soft intel” KPIs can NEVER give us!
Nothing is more valuable to Marketing than for Sales to share what they know, because a Marketing team trained to work with “soft intel” can zero in on the exact Ideal Prospects you need most.
When we take what Sales knows and hand it over to Marketing in a systematic way, Marketing can address every issue, question and objection upfront, BEFORE prospects ever get to sales… so Sales doesn’t have to deal with the same-o, same-o anymore!
It doesn’t take magic, but it DOES take a structure and process!
We’ll look at “How” this works in KPIs Are History Part 4: Creating A Marketing+Sales Partnership
