The yin and yang philosophy is simple… It’s the idea that contrary forces may actually be complementary and interconnected. One cannot exist without the other. They are in a constant flow and changing-state together.
The relationship between sales and marketing is the perfect parallel to the yin and yang. Sales needs marketing and marketing needs sales. While both may have different objectives, tactics, etc., when they come together, they should complement one another and look, feel, and flow as one.
The partner approach means:
- Developing content collaboratively
- The sales team is having conversations with prospects and clients day-in and day-out. They should regularly flow ideas into marketing based on what they’re hearing in the market and vice versa for the marketing team. Similarly, Marketing has access to web data, email activity, search trends, and social conversations, so they should be informing sales what interactions prospects may be having on the digital front, and how these can help shape the conversation
- Deploying leading scoring
- If a salesperson knows that prospect A interacted with 3 emails, joined one webinar, and has a lead score of 125, then the lead lists are more focused and sales conversations are more informative
- Launching outbound email campaigns
- Email is still one of the best channels for bottom-funnel engagement. Marketing may dictate the campaign strategy, but sales should inform content, timing, positioning, etc…
- Impacting company culture
- For many companies, sales and marketing take-up a large majority of the staff, so collaboration efforts and rapport building should serve as an example for the rest of the company. Start with changing the climate, the culture will follow
- Determining KPIs
- Goals and objectives, whether they’re the same or not, should be determined together. This way, the teams have an understanding of what each finds important and can work towards or around it
- Establishing regular communications
- Meeting weekly or bi-weekly to check-in on initiatives, campaigns, goals is the only way to iterate effectively and create a meaningful relationship
At the end of the day, everyone’s in sales and marketing (no matter your role), but these two teams are on the front lines of growth, so if they’re not in sync, it’s bad for business.