5 Metrics to Ensure Sales and Marketing Harmony

Written by: Patrick Kilgore on 8/19/16 9:33 AM


Marketing and sales have to work together to succeed. They just do. No one benefits when either group is adversarial, or even just disconnected. On the other hand, the results can be significant when the teams start to work together.

The companies who have bridged the gap between sales and marketing see their revenue increase by 208%. In order to ensure marketing leads turn into sales and prospective customers receive a unified experience across all touch points, everyone has to be on the same page.

One thing marketing can do to help the sales with little effort is to share relevant analytics that sales can benefit from. Here are five types of marketing analytics that you should go ahead and let your sales department in on.

  1. The topics that drive the most views, clicks, and especially downloads

Your sales team doesn’t need to know the specific numbers of views, clicks or downloads, but that data tells the story of what your leads are thinking about and what common questions they have. The information derived from those numbers can help sales better understand what content their leads are concerned with and the issues they most need to address when working connecting.

If your marketing analytics are sophisticated enough, then also share with them how those topics vary based on specific factors like persona, vertical, or business size. The more specific a sales representative can be in tailoring their pitch to each lead, the more likely they are to hit upon what the prospect really wants to hear.

  1. Customer journey maps

If customer journey mapping isn’t already a part of your marketing plan, then you should seriously consider implementing it. Recent research concludes that top-performing marketers are more likely than their counterparts to be actively mapping the customer journey and those that do find an improvement in ROI, retention, and customer satisfaction.

Once you’ve developed customer journey maps for your prospects, make sure your sales team has access to them too. If your sales representatives know specifically where each qualified lead they work with is in the customer journey, then they won’t waste time providing them with information they already have or information that they’re not yet ready for.

Just as a customer journey map helps marketers know the next best message to deliver to prospects before they become sales-qualified leads, it does the same for sales representatives post hand-off. 

  1. Data on the most valuable customers

All new customers are good, but not all new customers are created equal. Your most valuable customers, the ones that regularly renew and are happy to spend more on upgrades or add-ons, will net you far more profit over the life of their relationship with the company.

Use the data you have to recognize the types of leads that are likely to turn into high-value customers and then make sure your sales team has that information as well. Their time and efforts will be better spent if they focus them on the sales that will pay off the most for the organization.

  1. Pipeline velocity

Calculating your pipeline velocity can help both marketing and sales gain a more accurate picture of how many current leads are likely to become customers and how long it will take. That information allows your sales team to estimate how many current leads are likely to reach the point of being handed off to them and how long those leads will take to reach the point of sale.

They can better plan what to expect for each quarter and gain a realistic idea of how long promising leads will take to close. 

  1. Revenue forecasting

Your marketing data can tell you the kind of results you can expect to achieve with the marketing campaigns you have going now, and it can give you a peek into what is likely to happen if you make changes to your current efforts. Share that information with your sales brethren so they can make sure their expectations are aligned with yours.

Sales and marketing aren’t islands. You’re providing two elements to the same journey and keeping those parts aligned is crucial to providing your leads with the kind of experience that makes them likely to buy. Your marketing analytics are one part of the larger whole that can help you get there.

Keeping up with all the changes in marketing isn’t easy, but research like the reports we’ve summarized make it possible to stay on top of current trends and ensure you go forth with the latest information top of mind. Next year, we can expect a whole different batch of research reports, possibly with entirely different insights and trends. We’ll do our best to make sure you don’t miss those either.
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