Yes! Marketing Can and Should Support the Sales Cycle

When marketing sees its role ending when a lead is handed to sales, there’s a problem. Traditionally, the corporate marketing department has defined its VALUE by the number of opportunities passed over the fence to sales, and has defined its SUCCESS by cost per lead. Let’s face it, what constitutes a lead has to be one of the most subjective questions in corporations today! If your company is like most, you waste time and money identifying and following up with prospects that are not your best targets and have no real revenue opportunity.

Now we hear more and more that marketing is being held ‘accountable’ for revenue. So, what’s the action plan? How do marketers make sure that the sales team hits its revenue number? Here are a few ways you can go beyond lead generation to support sales efforts in a positive, meaningful way…

Understand the sales cycle and who influences the sale

Create communications specifically for them that will showcase your value in their world.

Arm your prospect with materials to help them sell up through the organization

This might be ROI reports, case studies, etc. Remember that up to 90% of sales tools never get used*, so make sure what you create is targeted, relevant and can be easily updated.

Partner with your sales team

Get insight on where the roadblocks are in the sales cycle and figure out what marketing can do to clear it. Customer references, anyone?

Put a lead nurturing program in place for longer-term opportunities

Work with your sales team to determine how and how frequently they would like you to communicate with the prospect.

Do not pass unqualified sales opportunities to your sales team and call them leads

And last, but certainly most important, make sure there is a project, budget and timeline in place so you can optimize their chances for success. 

When all is said and done and the revenue is in (or not in), performing a win/loss analysis can help give you insight on where you can make improvements. The information gained helps you identify and focus on the things that are most important to your target buyers. The entire corporation gets smarter and marketing truly demonstrates its value beyond a lead. Shine on, marketing… shine on!

*Source: American Marketing Association

Posted By: Renee Yeager