Close Showreel

Sales & Marketing – An Unexpected Love Story

0 Comments

“You don’t understand what I need!”  “You never listen to me!”  “This just isn’t working!”

In our experience Sales and Marketing departments have a pretty tempestuous relationship.  In theory the two should work symbiotically to create the perfect sales cycle. One creating warm leads, the other closing the deal.   In reality is often goes more like this;

  • A new product or service gets launched
  • The marketing team has a great idea for the campaign
  • They create whole host of marketing materials
  • The sales team don’t understand why or how to use them with a customer
  • The sales pack end up languishing in the boot of a car or under a desk
  • Both sales and marketing teams feel frustrated with each other’s lack of vision
  • And repeat.

As with most troubled relationships the problem stems from a lack of communication and not understanding each other’s worlds clearly enough.

So how can we fix this? Well, it’s all about getting together and learning to share. Short, regular brainstorming sessions are key to improving the sales cycle, and they’re even more effective if ran by someone outside the company.

Share the Problem

The aim here is to reduce the interdepartmental rivalry and get everyone thinking about solving the same issue.  Marketing often has the wider view of the customer but the sales team can get to know them intimately and understand exactly what they need.

Share the Creative

When coming up with the creative make sure everyone has a voice. Although it’s marketing that will be responsible for generating the material it’s the sales team that will be using them day to day so they need to be comfortable with what’s created.  And if you’ve helped build the idea it’s a lot harder to knock it.

Share the Results

Get regular feedback on how a campaign or sales push is working.  What are the success stories? How can you share them to create new leads? What’s not working?  How quickly can you adapt your marketing materials to reflect this new information?

But lose the shared metrics…

Because nothing causes a rift faster than a bonus based on tasks you have no control over.

It won’t happen overnight, but we’re confident that you’ll start to reap results before too long.

How do you think the relationship between Sales & Marketing is in your company?

Do you have any success stories you’d like to share?

Making Lemonade Out Of A Communication Lemon (And How To Make Sure It Doesn’t Happen Again)

0 Comments

So you’ve just launched your new campaign – unfortunately the film you though was the firework has caused more of a whimper than a bang, so what do you do?  It may be tempting to just move on and forget it ever happened, but hang on there might be something more you can do.

Film, what film?

Firstly check that people are actually watching what you’ve made. It needs to be easy enough to find online or on your intranet site.  Would it have benefited from some more promotion? A poster or email campaign can help let people know why they should be watching.

What do you want me to do again?

If people aren’t reacting it could be a simple case of information overload – consider whether a  re-edit to create a series of a shorter film with a single message might be more effective.

So why am I watching this?

A bit of contextualisation can make all the difference, especially if you’re asking people to change their behaviour.  Look at new ways to communicate the film’s relevance to your audience.  Adding a message from your CEO or independent expert could help add weight to your case.

Who do you think you’re talking to?

Make the film too basic or too high level and you can risk alienating your audience.  By adding in vox-pops or testimonials from people that represent your viewer you can show you’re listening.

But did it have to be so boring?

Although it’s always better to get creative at the start of the project it’s not impossible to add a little extra sparkle later on.  A great voice over or piece of music can change the whole tone of the piece and if you’ve got some great comments but no visuals why not turn them into a quirky animation?

And the really good news is once you can pinpoint why a particular piece of communication isn’t working then you can target your next piece of communication far more effectively.

If you’ve saved a project from the brink of disaster or just been subjected to one why not tell us about it?

Social Share Buttons and Icons powered by Ultimatelysocial