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The Modern Marketing Blog covers the latest in marketing strategy, technology, and innovation.

  • October 28, 2013

3 Key Takeaways From Megan Heuer's Sales and Marketing Therapy Session

It is no mystery that sales and marketing teams often don’t see eye-to-eye when it comes to lead quality and conversion. Marketing automation helps teams improve their visibility into core performance metrics, as well as the ability to identify opportunities.

According to SiriusDecisions Marketing Therapist, Megan Heuer, something’s missing from your relationship if you’re sending tons of leads to sales and partners, but they aren’t happy. You've tried everything to show you care from marketing automation to expensive investments in process and content. In fact, you're showing the love with more leads than ever. But what if that approach is geared to solve the wrong problem?

Many companies are embracing a model that rewards finding and closing opportunities within a limited definition. This model isn’t well served by traditional, broad-based demand creation. If this sounds like your company, it’s time to re-negotiate the terms of sales and marketing endearment. Last week at Eloqua Experience in San Francisco, Heuer highlighted how you can use automated marketing tools and methods to more effectively reach the right contacts within specific accounts for all the right reasons.

Refresh your lead life by prescribing Account-Based Marketing (ABM).

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ABM helps find new leads but it also supports converting and closing existing leads in target accounts, according to Heuer. ABM also helps nurture meaningful relationships in accounts when they’re not actively on the market. Most important of all, prospects and customers appreciate the relevant, well-timed interaction. Here are 3 key reasons why Heuer says ABM is critical to saving the sales and marketing relationship:

 

http://www.youtube.com/watch?v=5PAtb3si9iU

1. Marketers need to invest according to opportunity. It’s really important to understand the needs of the Sales organization and how different representatives work with unique accounts. Marketing investment should not be one-size-fits-all. Really strive toward aligning marketing activities with account nuances and sales needs.

2. Plan for the right, agreed-upon tactics. When supporting a particular set of accounts and personas, marketing must begin by understanding the opportunity within those accounts and the goals sales has set for revenue growth. With these insights in mind, marketing can recommend the right tactics for the best results. On the other hand, sales should be open to new tactics that marketing chooses to execute.

3. Take the time to plan a little bit longer. We’re all really busy and now operating in multichannel, real-time marketing environments that create new challenges. But taking time upfront with thorough planning and socializing between teams will help sales and marketing relationships and results flourish!

Check out more highlights from Megan's session in her own recap, and follow the Eloqua Experience event discussion on Twitter with the hashtag #EE13.

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