Thoughts from Toby Bray, Executive Sales and Marketing Advisor
If marketing is caffeine, sales is coffee. And for most of us, the habit of drinking caffeinated coffee is something to enjoy.
Jerry Seinfeld’s “Comedians in Cars Getting Coffee” reminds me of many educational and entertaining conversations I have had with sales managers over a cup of coffee. Why is this important to marketers? The sales manager is our partner in meeting corporate goals. Yes, salespeople are different from creative people. Yes, finding common ground might be a challenge. However, it is imperative that we as marketers make this work.
The Conundrum
In my role as a consultant, I have worked with scores of sales and marketing teams to get them on the same page, and I can tell you that history has not been conducive to letting sales and marketing have a solid relationship.
The conundrum can be summarized through its impact, with markets full of educated and impatient buyers who have more choices than ever before, along with a misalignment between sales and marketing that causes negative material impacts to revenue. I’ve even seen situations where the friction between these two teams has caused once high-flying market leaders to become average providers, or worse, tank.
How to Start Fixing the Issue
First, you must understand what has changed. Whether you work in a marketing department or operate an agency, marketing is now less a creative endeavor and more a consulting business that delivers services that in turn contribute to the top and bottom lines. Marketers now have a cannon of tools they can use to drive business; in essence, marketing has become a business unit. Second, ask anyone in an agency if their typical client’s sales and marketing teams are aligned and the answer you get will be no.
Now ask yourself, “How can I ensure my department or agency remains viable and valued?” The answer is to step up and learn consultative selling methods and become part of the solution. I suggest you start with an oldy but a goody, Neil Rackham’s SPIN Selling; “SPIN” stands for Situation Problem Implication Need. You also want to read Miller Heiman’s New Strategic Selling.
Reading these two books will help you become better at asking questions, identifying issues, and presenting solutions that you and your sales partner can agree on. You are also going to gain some insights into what your partners in sales deal with on a daily basis.
In addition to the books, you might listen to a few podcasts Fred Diamond has produced. Fred has captured the thoughts of highly-successful senior sales executives from a wide range of companies across many industries. Take a listen to get a sense of a day in the life of these executives because, as a marketer, the more you know about your customer, the more successful you are.
Now, Go Have a Cup of Coffee
Now is your time. You have done your homework, and someone has to make the effort. Ask any successful person for their top tips, and one of them will undoubtedly be, “Success begins with looking forward.”
The past is the past; take only the lessons that make you better at what you do and leave the rest. So get over whatever it is (if you have an “is”), and invite the sales manager out for coffee. While you are having coffee, listen first, ask what frustrates them, and ask them what two or three goals if not met this quarter will create issues for sales or their position.
One problem will be hitting their revenue target. While it’s an important number you need to know, it is not something over which you have direct control.
In this conversion, what you want to learn is how marketing can help sales. Be humble and take criticism if you get it. And, of course, I cannot stress how important it is to listen. Bob London of Chief Listening Officers has built an entire practice around listening and asking good questions. One of the hallmarks of great leaders and great companies is their ability to ask good questions and listen; follow this advice!
Take me home!
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