For most firms content development is on the bottom of the list for marketing operations which in turn hinders the conversion rate and has led sales and marketing teams to be more divided than ever.
How can firms align their sales and marketing teams to drive results in 2021? Here's a look at the key steps to follow to get the two teams on the same page.
Documented content marketing strategy — One of the most important steps in aligning sales and marketing teams is planning out a documented content marketing strategy. Being that sales and marketing so often operate side by side when nurturing prospects towards customers (or should be), it's wise to include representatives from the sales team in discussions about content marketing strategy.
By bringing sales in from the beginning, firms can find out their current needs, ideas, and perspectives. These are valuable insights as the sales team is the only one on the front lines speaking with the customers. Then, firms can integrate those considerations into the strategy from the beginning. They can work together to identify the types of questions prospects are asking and the information they are seeking. Then, sales should be able to step in at any point along the content marketing journey to offer
in-person guidance on the topics. Conversely, there should also be content available, so the buyer has whichever resource they prefer.
By creating this cohesive, documented strategy that serves both teams, firms will be starting from an aligned place. Further, both teams will be invested in the strategy and the results as they both have a role in creating it. Each month, the teams should then meet to revisit the strategy, track the results, and adjust as necessary. The alignment begins at this step with organization, collaboration, and awareness.
Frequent collaboration — In order to be aligned, sales and marketing teams can't operate in silos. In 2021, they need to be deeply integrated teams that collaborate on every step of the buyer's journey. By beginning with a plan that considers both teams, firms will be starting on the right foot.
However, action should be taken to ensure that the teams are in regular communication. Appoint leaders from each team that stay in touch during the week and schedule meetings to connect and review progress on a monthly and weekly basis.
Collaboration-focused company culture — Another issue to consider is the culture of a firm. Do their core values and practices encourage alignment of the teams, or do they mistakenly encourage the separation? Is it difficult for the two teams to meet or communicate? Does the firm encourage competition between the two? An important step is to consider the messages that leadership teams are sending to the two teams. It may be time to go back to the drawing board to launch an internal campaign that educates both teams on why collaboration is so important in the current environment
and how to work together effectively.
Technical support — Lastly, to align sales and marketing teams in our current hybrid environment of digital and in-person communications, firms need a cutting-edge content management solution that can help them seamlessly communicate, create, track, and manage marketing and sales operations. What features are most helpful?
We can help you reduce your marketing tech stack, improve back-end processes, and give your team a proactive advantage rather than a reactive stance. Firms need the ability to can reach every customer on every channel without compromising accuracy or speed.. it is equally important that your content management solution is secure and can easily adapt to changing regulations and requirements. Toppan Merrill’s expertise can help firms navigate multi-channel communications with our innovative, single-
source platform, Connect, helping sales and marketing teams collaborate and work together to see better results in 2021.
Our solution Toppan Merrill Connect can do just that. Connect creates a cross-functional connection between marketing and sales that provides a true omni-channel experience. This invaluable connection makes it easy for sales and marketing teams to bring their efforts into alignment – and keep them that way – resulting in a unified focus on effective selling and customer engagement. Connect adds a greater level of polish to your customer interactions with easily incorporated photos, logos, videos and contact information that are always on brand. Customizable online templates and kits allow sales to access client and plan proposals, newsletters, event materials, product comparisons, and so much more. The Connect solution was specifically developed with Financial Services industries in mind, helping distribution teams, advisors and marketing collaborate and work together for better outcomes.
Connect services include:
Control Center-- Create and manage all your marketing and communications in one central platform, maximizing transparency and operational efficiency for your whole process.
Digital Engagement-- Create cross-channel digital experiences for your customers that strengthen engagement and provide powerful insights.
Distribution Services-- Achieve transparency and accuracy for your time-sensitive documents with fully integrated print and digital distribution capabilities.
Integrated, omni-channel solution-- Connect facilitates seamless transitions from print to electronic communications allowing you to leverage workflow management, content control and omnichannel distribution in one end-to-end solution.
Security and compliance controls-- Adhere with ease to the most demanding security and compliance requirements. Meet SLAs and protect your data with certified technology and workflows.
Workflow management-- Achieve complete transparency using intuitive dashboards, self-service access and document tracking to ensure mission-critical communications reach the right person at the right time.
Advanced Business Intelligence-- Unlock key insights about digital consumption, readership and product usage, utilizing real-time dashboards and reporting to inform critical business decisions.
- Sales enablement
- Enrollment/welcome kits
- Policies and contracts
- Shareholder communications
Firms are able to send relevant, impactful and compliant communications all at once. Create, manage and distribute communications for every channel and stakeholder. Learn more about Toppan Merrill Connect.
Download our whitepaper on, Sales and Marketing Alignment Strategies to Overcome Challenges in 2021 to gain more insights.