Skip to content

THE SEISMIC SPRING 2022 RELEASE IS HERE. Learn More

CHOOSE YOUR LANGUAGE

  • English
    • Enablement Cloud

      Meet the unified solution that’s igniting revenue growth for customer-facing teams.

      Learn More
    • PRODUCTS

      • Sales Content Management
      • Learning & Coaching
      • Buyer Engagement
      • Content Automation
      • Strategy & Planning
      • Enablement Intelligence
    • PLATFORM

      • Platform Overview
      • Integrations
    • What is Sales Enablement?

      New to sales enablement? No problem. Learn what it is and why it matters here.

      Learn More
    • USE CASES

      • Sales Enablement Teams
      • Sales Teams
      • Marketing Teams
    • INDUSTRIES

      • All Industries
      • Asset Management
      • Banking
      • Healthcare & Life Sciences
      • Technology
    • Read Their Stories

      Read how global customers from all different industries thrive with Seismic.

      Read Their Stories
    • CUSTOMER STORIES

      • Genesys
      • Deluxe
    • FOR OUR CUSTOMERS

      • Seismic University
      • Seismic Community
    • About Us

      Discover who we are, what we value, and how we work at Seismic.

      Learn More
    • ABOUT SEISMIC

      • Careers
      • Leadership
      • Diversity & Inclusion
      • Partners
      • Aftershock Store
      • Contact Us
    • NEWS

      • Newsroom
      • Analyst & 3rd Party Reports
      • Shift 2022
    • Sales Acceleration

      Explore best practices for onboarding, ramping, and upskilling your sellers.

      Learn More
    • WHAT'S NEW

      • Blog
      • Events & Webinars
    • COLLECTION HUBS

      • Resources Center
      • Enablement Explainers
      • AI-Guided Selling
      • Social Selling
      • Financial Services
      • Buyer Engagement
  • Get a Demo
Return to the Blog
Enablement

Develop a Sales and Marketing Power Couple to Impact the Bottom Line

When offered a free front-row seat to presentations by 30+ of the most prominent sales influencers, you can bet I’ll ...

Seismic
Seismic
September 2, 2015

When offered a free front-row seat to presentations by 30+ of the most prominent sales influencers, you can bet I’ll jump on the opportunity. So, after getting wind of yesterday’s Virtual Social Selling Summit, I signed up to join the 10,000+ professionals tuning in for sessions.

With a dual background in Sales and Marketing, I was sure to check out Matt Heinz’ presentation: B2B Sales Enablement: How Marketing Can Help Sales Double Productivity and Success.

Matt kicked off the presentation with a chart from Demand Metric showing the level to which sales and marketing systems are integrated has a direct impact on revenue goals. This research showed that when sales and marketing teams are highly aligned, there’s an 80% achievement of revenue goals, versus only 44% attainment for companies with little alignment and 36% for companies with no alignment at all.

What does this show? Alignment is key, and both sales and marketing can have a significant impact on the ability for sales team to sell. All sounds great, but I bet many of you would back me up in saying…

Turning Sales and Marketing into a Power Couple isn’t always the easiest of tasks. 

Fortunately, Matt provided 4 fundamentals to set your organization up for success:

  1. Do the math – Quantify what success looks like. Everything marketing is doing should have a measurable goal. How many deals do we need to close? What kind of lead volumes do we need to achieve that? If you haven’t done this math, you’ll find that marketing is doing a bunch of great stuff that has no bearing on what sales actually needs to achieve.
  1. Create a clear customer profile – Know who your customers are. Focus on who the customer is you’re selling to, what objectives they have to achieve success, and any obstacles that prevent them from getting there. Make sure your Marketing resources are geared around the people and problems that exist in the marketplace, not your specific products.
  1. Map the sales and buying process – If you don’t understand what steps your buyers go through and adjust your sales process to fit into this, you can create friction between yourself and your customer. It’s important for Marketing to understand this aspect of the buying process they can produce content that salespeople actually need to add value, when buyers need it in their buying journey.
  1. Plan to fire lots of bullets – Jim Collins outlines this in his book Good to Great. The difference between phenomenal companies and good companies is that phenomenal companies fire a lot of bullets and don’t spend a lot of money on expensive bullets to test. Mediocre companies go right to the cannon. Do some testing before making big investments in marketing programs, and try out a bunch of things. Something is bound to stick, and when it does, that’s what you should invest the most time and money in.

Because Marketing plays a large role in the success of the overall sales organization, they need to know what’s most helpful for Sales and align their strategy around the fulfillment of these needs. Following these fundamentals will make it easier for your Sales and Marketing orgs to become a more cohesive unit and develop into a Power Couple that has a greater impact on the bottom line.

    Related articles

    Illustration of a woman pointing to displayed analytics.

    5 reasons to use sales content management software

    Did you know sales reps spend 440 hours searching for content each year?
    Read More: 5 reasons to use sales content management software
    Illustration of a woman making notes on a laptop and looking at analytic results.

    How to uncover the truth about your sales content

    Understand how and when your content is used.
    Read More: How to uncover the truth about your sales content
    Illustration of a seated woman pointing to large chart display.ing to

    How companies can drive revenue growth through smart enablement

    4 tips to help navigate digital and hybrid sales cycles
    Read More: How companies can drive revenue growth through smart enablement

    If you made it this far, we must be striking a chord.

    Get a Demo
    Seismic
    • Product
    • Seismic Enablement Cloud™
    • Sales Content Management
    • Learning & Coaching
    • Buyer Engagement
    • Content Automation
    • Strategy & Planning
    • Enablement Intelligence
    • Solutions
    • Sales Enablement Teams
    • Sales Teams
    • Marketing Teams
    • Resources
    • Blog
    • Resources Center
    • Trending Topics
    • What is Sales Enablement?
    • What is AI-Guided Selling?
    • What is Social Selling?
    • Integrations
    • All Integrations
    • Google
    • Microsoft
    • Salesforce
    • COMPANY
    • Contact Us
    • Careers
    ISO 27001 Certified by Schellman
    • © 2022 Seismic
    • Terms of Use
    • Privacy Policy
    • Follow us on Linkedin
    • Follow us on Instagram
    • Follow us on Twitter
    • Follow us on YouTube
    • Follow us on Facebook