Marketing and sales teams operate under separate but related sets of objectives—marketing to drive awareness and bring as many high-quality leads to the top of the funnel as possible; sales to determine which of those leads are potential buyers and quickly and efficiently drive them through the funnel and close as many deals as they can. While the priorities may differ, each team can ultimately achieve their goals by working together to create a unified message. The right messaging—delivered throughout the buyer’s journey—helps sales reps connect to prospects and decision-makers more efficiently.  It shortens the sales cycle, and when marketers share a consistent, cohesive narrative with sales, they attract prospects who identify with the problem being solved.

The Logic of Messaging in Sales

For sales, the goal is to create a narrative that inspires the prospect to make a purchase. Often, sales reps focus on what their product can do for the prospect’s business, but don’t spend enough time demonstrating how it will make an impact. Many sales professionals periodically communicate ROI during the sales process, helping describe how their product or service can justifiably earn the available budget. Value-based messaging takes ROI and goes beyond the budget conversation. Value-based messaging paints a picture of how and why the ROI occurs, and enables the buyer to visualize real value across buckets they can see.

Have you aligned your #sales and #marketing teams? @VisualizeROI lays out why that's an important step in your sales process: Click To Tweet

The VisualizeROI platform is built to answer the “Where is the value?” question. The platform includes a configurable calculation engine tied to user-definable screens, graphs, and outputs, in a cloud-based system. It can set up simply and easily—using an Excel model if you have one, and the system’s web interface—ultimately providing an application that is secure, collaborative, easy to use, and professional-looking. It also can connect with the CRMs and marketing automation systems sales reps are already using. Generating useful analytics that help you streamline your pitches, integrating the VROI platform into your process is seamless, simple, and ensures your value-based messaging is top-notch.

The Logic of Messaging in Marketing

Similarly, marketing teams benefit from value-based messaging in that buyers today are far more knowledgeable about products, so the messaging that reaches them first—paid ads, web copy, and other top-of-funnel content—needs to speak to something deeper than just what the product can do. In order to capture interested leads with a budget, you need to show value up-front. When provided with in-depth case studies from successful clients, testimonials, and other content that places value front and center, prospective clients go from “curious” to “interested” before they even reach your sales reps. The more value demonstrated up-front, the warmer the leads that enter the funnel.

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The VisualizeROI platform can create dynamic content that facilitates collaborative conversations during the sales cycle, which marketing teams can gather, examine, and summarize into high-level messaging that speaks to a larger problem and the real value clients will see from your product in that context. This creates messaging that is not only pointed and relevant but also determined from real data.

How to Align Sales & Marketing

The most important part of aligning sales and marketing is sharing and supporting one another’s goals. By staying in close communication regarding each other’s needs, both teams serve and bolster each other’s efforts. There should be a continuous feedback loop that contributes to each other’s messaging: Sales needs to know who’s out there looking and what they respond well to, while marketing needs to know what’s getting people to buy (or, conversely, not buy).

Things marketing teams need to know from sales teams:

  • Why deals are lost?
  • What causes deals to stall?
  • What kinds of content can help save a deal in jeopardy of being lost, or kick-start a stalled deal?
  • What assets, scripts, or motions have helped to seal the deal, and how can marketing amplify and scale those items?
  • What is the product missing?

Things sales teams need to know from marketing teams:

  • Who is typically looking at the product and why?
  • What messaging draws them in?
  • What is the best way to position against typical competitors?
  • What messaging gets them to take the next step?
  • How do they follow up after the deal has closed for upselling and renewal opportunities?

Sales and marketing teams working together to a common goal is the most effective way to target, nurture, and win over prospects. To learn more about how VisualizeROI can help your sales and marketing teams both achieve their individual goals while supporting one another, reach out to our experts for a demo or submit a spreadsheet today and find out.

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