This week at Dreamforce ’14, I presented with Peter Mollins from KnowledgeTree about the gaps between sales and marketing, and how make those gaps easier on everyone. The session title was "4 Top Ways Marketing Fails Sales: And How to Fix Them"
I give Peter credit for the slightly controversial title, which was described as "The #1 job of marketing is to help sales sell more. Hear the 4 most common failures for marketers, and how to address these issues fast. Special guest Brian Groth, sales enablement manager from hyper-growth company Xactly. He’ll explore a real-world example of how to synchronize how marketing and sales communicate with prospects."
You can download my presentation at SlideShare
To summarize, the 4 gaps that I discussed are:
1. Content Creation:
- Marketing is focused on creating content that positions products, services, and the company
- Sales is focused on creating, or having, content that advances the sale
- To address this gap, sales enablement needs to define clear ownership and input for creating customer-facing content
2. Content Management:
- Marketing is a bit more focused on managing content types (videos, case studies, etc.) and channels (newsletters, Facebook, blog posts, etc.)
- Sales is focused on having the right content at the right time during the sales cycle
- To address this gap, sales enablement can help marketing think of the sales team as another channel that needs quick responses, because they’re trying to close deals as fast as they can.
- Marketing is often motivated by the reach and usage of the content they create
- Sales is motivated by specific rewards and recognition for closing deals
- To address this gap, sales enablement needs to educate the marketing team on the variables in the sales commission plan so they know what sales will be focused on
4. Sales Process:
- Marketing touches the sales process in the pre-sales stage to drive leads to sales
- Sales owns the remainder of the sales process, working to close sales opportunities
- To address this gap, it’s best to have shared metrics between marketing and sales, such as Sales Accepted Leads (SAL) and Sales Qualified Leads (SQL)