7 Things Sales Needs from Marketing

The ever-complicated, often regressive, sibling relationship between sales and marketing would be comical if it weren’t so frustrating. These two departments depend on each other to be successful, yet often don’t take the time to offer ideas and support on sales marketing needs.

But think about it for a second. As a functioning, deal closing, money-making department, sales is almost entirely dependent on the work of marketing. Without events, email campaigns, high-value documents, and social media networking, sales would not have the leads necessary to convert customers and increase ROI.

Take the time to ask your sales department, What do you need from us? This will open the communication floodgates and present deeper ideas then leads, leads, leads. With this in mind, here are seven things all sales departments need from marketing:

1. Sales Qualified Leads (SQLs): 

Lead scoring assigns points to leads based on their interactions with your website email content, event, etc. Include sales when setting up these profiles – this eliminates confusion and frustration and clarifies company-wide definitions of hot leads.

7 Things Sales Needs from Marketing

Picture this: a scenario where the marketing team crafts lead scoring profiles in isolation, detached from the real-world dynamics of sales interactions. The result? A potential disconnect between what marketing perceives as a hot lead and what the sales team deems as actionable. Including the insights and perspectives of the sales team in this process creates a harmonious convergence of strategies. You need both teams working in tandem to secure and push the right leads down the pipeline. 

2. Real-Time Alerts for Hot Leads: 

In the dynamic interplay between sales and marketing, real-time alerts for hot leads emerge as a linchpin, bridging the gap between prospect interest and decisive action. Real-time alerts for hot leads, facilitated by website visitor tracking software, stand as a pivotal tool for sales departments. This technology provides sales reps with instant notifications when active, qualified leads are exploring the company’s website. The immediacy of these alerts empowers sales teams to make timely, personalized phone calls, capitalizing on the prospect’s current engagement. 

7 Things Sales Needs from Marketing

Beyond just a quantitative benefit, this approach enhances the overall customer experience by showcasing responsiveness and tailored engagement. It not only optimizes outreach timing but also contributes to data-driven decision-making, providing a competitive edge in the dynamic landscape of sales.

3. Mind-blowing content: 

Think of your content not as information but as an experience – something that resonates, captivates, and sparks genuine interest. To achieve this, dive deep into your audience, understanding their unique backgrounds, roles, and challenges. Tailor your emails accordingly, addressing their specific pain points and aspirations. Mind-blowing content is about more than just information; it’s about creating a personal connection that feels relevant and desired.

The journey towards mind-blowing content is an ongoing one; use analytics to understand how your audience engages and continuously refine your strategy. The goal is to not just convey a message but to create an experience that leaves a lasting impression, forging a connection beyond the business transaction.

4. Brand awareness: 

 Sales representatives act as the front lines of communication for the company, making it imperative that they are well-versed in the brand’s identity, marketing mission, and intricate product details. By taking the time to educate sales reps, a company empowers them to not only sell products but also to effectively communicate the brand’s values and unique selling propositions. This knowledge equips sales teams with the insights necessary to address customer inquiries, navigate objections, and ultimately build stronger, more meaningful connections with potential clients.

5. Access to the marketing calendar: 

Sales reps don’t like surprises. Give reps access to accurate and updated marketing calendars, so they know about all upcoming email campaigns, events, blog post topics, etc. This information will tailor and guide conversations with leads.

This transparency not only eliminates the element of surprise but also allows sales professionals to tailor their conversations with leads based on the broader context of ongoing marketing endeavors. Armed with this comprehensive understanding, sales reps can seamlessly integrate marketing initiatives into their discussions.

6. Joint KPIs: 

Establish shared Key Performance Indicators (KPIs) that align the goals of both sales and marketing. It prompts both teams to not only share a sense of responsibility, but encourages them to constantly communicate and coordinate, ensuring that every action is geared towards achieving the collective KPIs. 

7 Things Sales Needs from Marketing

Whether it’s increasing lead conversion rates, boosting customer acquisition, or enhancing overall revenue, joint KPIs ensure that every effort from both teams contributes cohesively to the overarching success of the company.

7. Collaboration: 

Don’t get stuck with the attitude that marketing’s job is to dominate sales. It’s not – and that attitude will take you down. Involve sales in marketing brainstorming sessions for content, lead scoring, emails, etc. After all, they spend all day interacting with potential customers and know what they’re looking for to close a deal.

Interested in learning more about how you can unite sales and marketing within your organization and create a leaner sales organization? Check out our guide, 2024 CRM Buyer’s Guide

  • marketing
  • marketing automation
  • recruiting
  • sales
About the Contributor
AJ Traver
AJ Traver As a professional and successful marketing manager, AJ has a strong foundation and experience in lead generation, customer marketing, marketing operations, strategic content management, branding, creative development, public relations and journalism in a global company supporting international objectives. With a data-driven approach, AJ thrives on the fusion of creativity and strategy to engage and excite every audience with which she engages.