Unifying Sales and Marketing: Goals and Data

Sep 1, 2017 | 212 Articles, 212 Media Studios, Marketing, Sales

The biggest challenge most of our clients face is getting their sales and marketing teams on the same page. They often come to us looking for a solution that their marketing team can get behind and that helps them reach their sales goals.

When we start these relationships, we set clear expectations and common goals. Using industry data like email open and click rates (20% and 3% respectively) and average conversion rates on landing pages, we can reverse-engineer the projected impact of our work based on the size of their sales list. If they have 10,000 names, they’ll receive approximately 2,000 opens. Of those 2,000 opens, 3% of users will click a link, totaling to 60 clicks. Industry landing page conversion rates (2%) indicate 1.2 leads per send. It is important for the sales team to recognize that sending 10,000 messages doesn’t guarantee a huge return on each send.

With this data in hand, working together to find a formula and plan that satisfies both teams’ needs becomes easier. In its simplest form, if the sales team needs 10 leads a month to convert one customer, you need to send eight messages (1 message = 1.2 leads; 10/1.2 = 8.3 sends).

The same works for social media, direct mail, text messages, cold calling, etc. Use the data to estimate the total number of leads each tactic will produce and reverse-engineer a plan from that number with your sales targets in mind.

The challenge is overcoming the idea that you simply need to send more emails, social posts, mailers, etc. to increase leads. This can be effective sometimes, but you also risk losing subscribers from your list because you are literally spamming them.

In this case, we recommend list segmentations based on known customer data. If we can send 20 emails a month with each person receiving a handful of those, we are striking the perfect balance between frequency and effectiveness.

Remember that your sales team should be treated like a client of your marketing team. Sales has goals and targets, and marketing needs to devise a plan that helps attain those goals and maintains your brand.

Uniting sales and marketing isn’t an easy task, but if you can start on the same playing field and set common goals, you’ll find more success.

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