Aligning two teams that are not used to working together may not be easy and will not happen with a wave of a magic wand or because you have decreed it.
So how do you go about setting up an efficient organization
?
A. Define SMART or OKR goals
First of all, the sales team and the marketing team must
share common objectives . Gather these teams around a table and clearly present
your SMART goals to them :
• Specific
• Measurable
• Attainable
• Realistic
• Temporary
In this way, all employees will be able to establish an
action plan to carry out their actions in order to achieve the expected result.
Here is an example:
In this example, the goal is to achieve € 100,000 in sales.
By knowing your market and your current position, you will be able to set
clearly defined goals for your teams .
If you choose the OKR method (Objective & Key Results in
VO), to organize work and align teams, you will be able to have an overview of
the company's objectives with the means that will be implemented to achieve
them.
The OKRs are divided into objectives and 4 key results over
periods of three months, to remain agile and to be able to measure progress in
real time.
OKRs are an "old" method of management and
organization of work invented in 1983 by Andy Grove, (one of the founders of
Intel) and very popular in French companies which are inspired by US majors
such as Google, Netflix, Facebook and others.
Whatever method is chosen, we know from experience that
without clear and shared objectives, there is no team alignment.
B. Define the persona (s)
Who are we for? To get the two teams to agree, a working
session around the ideal targets ( personas in marketing jargon) is essential .
According to our experience, we have seen several cases
where commercial in the same company n 'not have the same definition of the
target customer . Ditto for marketing and after-sales service / customer
support. This exercise is very enriching for the employees of your two teams.
Defining the persona (s)
together to have the same vision of the targeted customer and
accordingly establish defined objectives is therefore essential. This is the
very foundation of alignment.
C. The contract of trust: the SLA
Without paraphrasing a famous household appliance brand,
this contract between your teams is a fundamental commitment .
SLA Smarketing is a document that defines the terms of
service between two parties . In our case, here, the objective is to
“contractually” bind the marketing team and the sales team. This document
explains :
• The
targeted persona
• Goals
• The role
• The
obligations
• The
protocol related to lead management
• How does
the transfer take place?
• Compensation (which must be based on common commercial and marketing
objectives)
With this type of commitment, it will then be easier to
analyze performance and adjust future actions.
D. Feedback: “Feedback is gold”
Usually, after sales reps have tapped into the
marketer-generated contact base, the same pattern repeats itself with no
feedback. The ideal would be to take advantage of the cohesion created to
provide feedback to marketers . This transparency is beneficial from all points
of view when it is fluid:
• better coordination
• more detailed activity analysis
• increased employee productivity
Example :
In this example shown above, it is clear that the problem is
with switching from MQL to SQL. This therefore gives you a more precise idea of
the actions to be taken to correct this error.
Salespeople must be transparent about their results so that
marketing can know the results and if necessary, take corrective actions.
Key Principles of Smart Marketing
To excel in smart advertising and marketing, companies have
to embody these essential standards:
1. Data-Driven Decision-Making
Smart advertising starts with records. Collect, examine, and
derive insights from client information to tell advertising and marketing
strategies and campaigns. This includes expertise consumer behavior, choices,
and the patron adventure.
2. Audience Segmentation
Segment your target audience based on demographics, conduct,
pastimes, and different relevant standards. This allows for customized and
relatively targeted marketing campaigns.
3. Content Quality
Create awesome, valuable content material that speaks in
your target audience's wishes and pastimes. Content is a cornerstone of smart
advertising and marketing, because it drives engagement and builds accept as
true with with clients.
4. Cross-Channel Consistency
Maintain a regular brand identity and messaging across all
advertising channels. Consumers should have a unbroken revel in, whether or not
they stumble upon your brand on social media, e mail, or your website.
5. Marketing Automation
Leverage marketing automation tools to streamline repetitive
duties, including e mail advertising, lead nurturing, and social media posting.
Automation increases efficiency and lets in entrepreneurs to attention on
strategic efforts.
6. Customer-Centricity
Shift the focal point from products and services to the
consumer's needs and dreams. Smart advertising prioritizes turning in fee to
customers, building accept as true with and loyalty.
7. Testing and Optimization
Embrace a tradition of checking out and optimization.
Continuously take a look at one of a kind techniques, examine consequences, and
refine your approach to improve campaign overall performance.
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