Many marketers understand that getting sales and marketing to work together can be challenging! One effective way to improve alignment between these two areas is to organize your teams to encourage teamwork and shared goals. Establishing the right framework between marketing and sales is essential for good alignment. This involves clearly defining roles in both marketing and sales to help you move leads through the pipeline more efficiently. Clearly outlining roles ensures that every step of the customer’s journey is covered.
Let’s take a look at some ways to consider structuring your marketing and sales teams for success. And to learn more about sales and marketing alignment, be sure to download our new ebook, Jumpstart Revenue Growth with Sales and Marketing Alignment.
Marketing Roles
How does your marketing team work with sales? Take some time to look at your role descriptions to ensure that they are truly cross-functional. The following are a few of the specific marketing roles we suggest defining:
- Demand Generation: The core function of this role is lead generation. This team supports revenue goals by generating more qualified leads to pass on to the sales team. This group focuses on many things, including full-funnel marketing programs, lead nurturing, and analytics.
- Product Marketing: Product marketers focus on positioning the product or service in a way that is unique within the industry. This role supports sales enablement through content creation, understanding the sales process, and product and data sheet creation.
- Customer Marketing: This role helps sales by promoting customer support, testimonials, and references. Satisfied, engaged customers not only boost revenue but also build trust with potential clients. Nielsen reports that 92% of customers trust recommendations from friends and family more than ads. Thus, customer advocacy is crucial for earning trust from new prospects.
- Content Marketing: Content is an increasingly vital part of marketing as the buyer’s journey becomes more digitally-oriented. This team creates valuable and educational content to help out sales reps during the sales cycle and provides materials for lead generation and nurturing.
Sales Roles
Dividing sales into a lead qualification team—and one that works specifically on closing deal—creates the best results. Lead qualification teams can focus on qualifying leads, and your sales account executives can focus on closing deals. Here are a couple of specific sales roles we suggest defining:
- Sales Development Representative: The focus of this role is to review, contact, and qualify leads passed down from marketing. SDRs work closely with marketing to bridge the gap between the two teams. Including Sales Development Representatives can further help you streamline the sales qualification process and ensure the best results in the handover from marketing to sales. SDRs get in touch with MQLs to determine whether these contacts are ready to talk to an account executive. The sole focus of this position is to follow up with leads and overcome objections. As a result, companies with SDRs convert 80% more leads than companies without this role clearly defined.
- Account Executives: Account executives exist to close sales. In the end, it’s more cost effective to have your top sales representatives talk to the most qualified leads. You don’t want your best closers wasting their time on leads that have no possibility of converting. Instead, have them work on leads that have been qualified by SDRs.
Creating role descriptions and goals that support both sales and marketing is critical to alignment. What other cross-functional roles to you have in your own organization?
To learn more about sales and marketing alignment (and watch your revenue numbers skyrocket!), please download our new ebook, Jumpstart Revenue Growth with Sales and Marketing Alignment.