Quite simply, that’s not how it works in sales today. Why? Because the buyer has changed more in the past 10 years than in the past 100. The buyer is in control. The modern buyer is digitally driven, socially connected, mobile, and empowered, with nearly unlimited access to information and people.
The new reality is that sales and marketing are continuously and increasingly integrated. Marketing needs to know more about sales, sales needs to know more about marketing, and we all need to know more about our CUSTOMERS.
Social networks like LinkedIn and Twitter give sales professionals insight into three key things about the buyer: identity, relationships, and interests. Marketing and sales need to work together to equip sales with what is becoming a mainstream competency: social selling. Salespeople are being replaced by search engines and social networks. With professional, buy-centric social profiles and content, marketing can help sales be visible and relevant to the modern buyer.
For marketers and salespeople alike, there is a new skill set required to network via the social Web. According to research, those who use these skills to help, inform, educate, and communicate with their audience have a better chance at hitting their revenue targets. It’s clear that successful social selling initiatives require training. It needs to be treated as a core sales competency.
Your sales organizations will not magically acquire the new skills required to use social as part of their selling process on their own. You have to create standardized guidelines and enablement programs that include in-depth training that not only focuses on the value of engaging in social selling, but also stresses best practices and immediate, practical advice to get started quickly.
Companies looking to achieve tighter sales and marketing alignment are investing in sales enablement, an emerging role in B2B. According to Aberdeen Group, companies that are best-in-class in their industry have 50% higher quota attainment than average companies, and those best in-class companies are twice as likely to be investing in sales enablement.
The root of sales enablement is to integrate marketing and sales, along with other departments, to improve an organization’s sales effectiveness. They work with sales and marketing to manage content and assets, update guidelines and best practices, assist with sales onboarding and training, and much more. Sales enablement makes it easier for salespeople to sell and buyers to buy.
“The new reality is that marketing needs to know more about sales, sales needs to know more about marketing, and we all need to know more about our customers.”