When sales and marketing integrate magic happens. We call this demand generation, or demand gen for short. Demand gen is when marketing and sales enable technology to propel and influence potential buyers through a mix of brand awareness, inbound marking, and customer retention.
How to get it started
A winning team isn’t successful only because of its talent. Effective demand gen efforts require communication and empathy in the organization. To deploy collaboration effectively Renkens suggested:
- Leave no room for silos. Demand gen not only requires strong integration and trust between sales and marketing, but also a data-driven and process oriented strategy. The winning combination to relies on people, process, and technology.
- Set expectations. Service-level agreements between sales and marketing and should be revisited and adapted regularly. This can include integrated terminologies, speaking the same language, and sharing the same funneling goals.
- Have an open feedback loop. Visibility of one another's actions, objectives, and processes is essential.
- Know your buyer. Build compelling messaging that speaks to their goals and pain points, ultimately moving them into and throughout the funnel.
Real communication, real results
Integrating sales and marketing effectively can boost production on both sides. Marketing can deliver higher quality leads while sales will be better equipped and motivated to succeed. This can lead to increased ROI, revenue, and employee satisfaction through the organization. Consistent communication between the two teams can also unlock hidden insights needed for organizations to remain relevant to buyers.
Look back to move forward
An effective way to make collaboration successful is TTEC’s reverse sales funnel calculator a tool that can determine exactly how many leads are needed to achieve annual marketing originated revenue goals. Forecasting leads with a strategic optimization tool like the reverse funnel calculator helps sales and marketing teams set the right goals and practical KPIs for every stage of the sales funnel.
The simple, plug-and-play reverse funnel calculator can help teams gain insight into the marketing metrics that matter.
