When shifting to Inbound Sales make sure your marketing and sales teams are on the same page. They should have the same goals in mind, be working together, and understand each other’s role in the process.
Your teams can do this in three main ways:
- Decide on definitions.
- Keep Marketing and Sales accountable.
- Survey Sales to help Marketing create more targeted content.
Let’s break them down:
1. Decide on Definitions
Your teams need to agree on four main definitions:
- Inbound Leads
- Marketing Qualified Leads (MQLs)
- Sales Qualified Leads (SQLs)
Regular leads are shots in the dark. Your team doesn’t have any background information on them, and you don’t know where they are in the buying process. These are the “leads of old.” They come from buying email lists, random outreach, etc.
Inbound leads, on the other hand, are backed by information. You know where they are in the buying process and your team knows how to reach out to them.
Next up are Marketing Qualified Leads. These leads are in the right industry for your business and have pain points and goals that your business can cater to.
Finally, your teams need to decide what characteristics determine a Sales Qualified Lead. SQLs are all about the right actions like call requests, downloading bottom-of-the-funnel content and visiting sales pages. Through the actions they take, your sales team knows exactly which people are more likely to buy.
2. Keep Marketing and Sales Accountable
To align Sales and Marketing, you want to eliminate as much friction between them as possible. One way is to establish lead transfer metrics and and other processes that keep both of your teams accountable.
First, determine how many leads Marketing will deliver in a given time period. This could be each day, in a week, a month — whatever works best for your business.
Make sure you’re also doing quarterly, monthly, and yearly reviews to help your team track their progress and plan future growth.
Finally, Marketing should be open about sharing lead intelligence with Sales:
- The content your leads have downloaded
- What types of emails they’ve engaged with
- The pages they’ve visited
This information is vital to your sales team’s ability to do their jobs effectively.
3. Help Marketing Create More Targeted Content by Surveying Sales
This is how you establish a feedback loop that makes the entire process run more smoothly.
Just like Marketing should relay lead intelligence to Sales, Sales should relay how leads are reacting to their content back to Marketing.
Your marketing team should then find out what their sales process entails, what characterizes a high and low quality lead, and the top reasons a lead doesn’t close.
Marketing can use this information to create more targeted content, which will make Sales more effective (and happier).
In the end, if your sales and marketing team are fully knowledgeable about the process and the lead, the customer will feel valued at every stage of the conversion process.
To learn more about aligning your sales and marketing teams, download the Inbound Sales Super Guide and make the shift to Inbound Sales today.
Content Marketing & LinkedIn Strategist at Inbound Team
Inbound Team is Georgia's Digital Marketing Agency specializing in helping businesses grow through inbound and digital marketing.Inbound Marketing Services are available for companies that want more leads and want to accelerate their growth.