Create A Profit
Align Sales with Marketing to Maximize ROI
By Linda Bishop
“I don’t understand it. We’re spending more on marketing, but
not getting real growth in sales.” Dick Jerrod, president of the
company, frowned as he addressed his management team. They were
gathered in the conference room.
Sherry Martin the CFO spoke up first. “We should look for
ways to improve productivity. How can we spend less and get more?”
Bud Shipp, Vice
President of Sales, answered. “It’s just like Joseph Wanamaker said
a hundred years ago. Half the money we spend on advertising is
wasted, but the trouble is we don’t know which half.”
“In this down
economy, we better figure it out.” Dick let his demeanor speak for
Troy Watkins, Vice
President of Production, said “I have an idea. Let’s look at the
buyer’s thought process when they make purchasing decisions. Armed
with that information, we can be sure our sales and marketing
Troy had the right
idea. Understanding how customers decide to buy and what they need
to know to make the decision helps you spend marketing dollars
wisely and increases the odds of closing sales. Inside your company,
the goal of marketing is to match people with products, to acquire
customers and keep them. The goal of sales is to persuade someone to
activities are one-way conversations with prospects and customers.
Standard offers are crafted to appeal to profitable segments of the
marketplace and brand building enhances competitive advantage.
Selling makes use
of two-way conversations, often taking place in real time.
Salespeople speak to potential customers, answer questions and
address concerns. They provide information on the fly and adjust
messages in the moment so customers are persuaded to buy.
aligns with sales, it's a match made in money-making heaven where
dollars bring happy returns and your company is in complete synch
with the buying process. Deliver the right message to the right
audience at the right time, and sales increase.
alignment, the starting point is the buying process because it
offers a framework to provide buyers with the information they need
in order to say, “Sold!”
Before buyers can
fall in love with your product or service, they must know it exists.
Companies create awareness by advertising, sending out direct mail
and email blasts, connecting through social media, and by hiring
salespeople to cold call. Mix and match any or all of these
awareness-builders to get the word out to potential customers. Align
marketing with sales by taking these steps.
If you run a
radio, TV or Internet advertising campaign, fill the sales force
in on the details. Who is it targeting? Why will the message
appeal to prospects?
When you send
out direct mail or email blasts, have the sales team make
Have sales and
marketing personnel meet regularly to discuss campaign results
and better ways to create powerful messages to hit the target.
When buyers hear
about your product and want to learn more, you’ve jumped one hurdle.
Now the potential buyer asks, “Do I really need this?” and “What do
I know about the company selling it?”
creates printed marketing literature to support sales efforts
and offer tangible evidence of benefits.
The sales force
has a finger on the customer’s pulse so eliciting their input
helps make marketing messages and materials relevant.
Now the buyer gets
the risks and rewards of doing business with you.
you to the competition. At this stage personal selling is
powerful because face-to-face dialogues uncovers objections and
sales close deals by arming the sales team with testimonials,
case studies and guarantees.
In the evaluation
stage, buyers want details because they’re close to making a
The buyer buys
because you provided them with the right information in the right
way at the right time. At this point, the salesperson pens a
personal thank you, or marketing mails a standard welcome kit. The
goal at the purchase stage is to insure the purchaser feels happy
about their decision.
The customer bought
from you once. Will they buy again? Yes, if the product performed as
promised, service was good, and the customer felt good about the
experience. Now it’s time to guard against complacency and continue
to provide value. Make customers glad they chose you and you’ll reap
the benefits of good word-of-mouth advertising and future sales.
Align sales with marketing to stop wasting money and spend every
penny smarter. The process begins by understanding how purchasers
make buying decisions. Have sales and marketing work as a team to
provide the right information at the right time and watch the top
Read other articles and learn more about
[This article is available at no-cost, on a non-exclusive basis.
Contact PR/PR at 407-299-6128 for details and