Connecting the dots between Marketing, SDRs, BD and Sales.

Connecting the dots between Marketing, SDRs, BD and Sales.

February 21, 2019
February 21, 2019

Generating a consistent message to our prospects is key in order to effectively convert any opportunity, inconstancy usually derives from measuring each business unit performance separately (for example marketing on lead generation, sales on bottom lines)

So, how do we effectively align the Marketing, SDRs, BD and Sales teams?

We argue that the common denominator for achieving alignment is the customer’s use-cases. The main reason being:

· Marketing can articulate the value proposition and generate the sales collateral, website, messaging, case studies all across the theme of the customer experience

· SDR / BD teams can have better means to perform A/B testing to establish which messages convert best and pinpoint which compelling events / needs the prospect has, in addition it is easier to articulated hand over qualification criteria’s with both marketing  and the AE teams

· Product teams can provide sales with a consistent demo in which the customer can actually refer to the value proposition covered across sales process. In addition product teams can relate to use cases when they priorities future product requirements.

· Management have a clear way to measure, track and introduce change to optimally drive business results

The challenge we’ve experienced is that some companies built technological capabilities based on a specific use-case but either because this assumption was incorrect or because they wish to expand the addressable market using additional use cases.   When this happens we recommend the agile approach covered in our “Achieving product-market fit the agile approach” as articulating the use-cases may be an iterative process that takes time and considerable resources.

How do you generate alignment across the teams? How do you articulate the “voice of the customer”? Which KPIs do you have in place to encourage such cross team collaboration?

Generating a consistent message to our prospects is key in order to effectively convert any opportunity, inconstancy usually derives from measuring each business unit performance separately (for example marketing on lead generation, sales on bottom lines)

So, how do we effectively align the Marketing, SDRs, BD and Sales teams?

We argue that the common denominator for achieving alignment is the customer’s use-cases. The main reason being:

· Marketing can articulate the value proposition and generate the sales collateral, website, messaging, case studies all across the theme of the customer experience

· SDR / BD teams can have better means to perform A/B testing to establish which messages convert best and pinpoint which compelling events / needs the prospect has, in addition it is easier to articulated hand over qualification criteria’s with both marketing  and the AE teams

· Product teams can provide sales with a consistent demo in which the customer can actually refer to the value proposition covered across sales process. In addition product teams can relate to use cases when they priorities future product requirements.

· Management have a clear way to measure, track and introduce change to optimally drive business results

The challenge we’ve experienced is that some companies built technological capabilities based on a specific use-case but either because this assumption was incorrect or because they wish to expand the addressable market using additional use cases.   When this happens we recommend the agile approach covered in our “Achieving product-market fit the agile approach” as articulating the use-cases may be an iterative process that takes time and considerable resources.

How do you generate alignment across the teams? How do you articulate the “voice of the customer”? Which KPIs do you have in place to encourage such cross team collaboration?

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