The heart of a go-to-market strategy is centered on how to sell more products. It’s all about qualified lead generation and turning these prospects into loyal customers - who you connect with and how you do it. This is the action element of your overall marketing strategy.
Some people think that marketing drives potential customers to your door. Then the sales force takes over at that point, filling the sales funnel and working it hard until the best prospects fall out at the bottom.
But does it seem like that even when the funnel is full, not enough prospects close? Everyone did their job. Marketing rolled out brochures, banner ads, a couple of white papers, sent out lots of email and maybe a few newsletters. Sales called the leads, gave presentations, took prospects out to lunch, and whipped out proposals.
Somehow it isn't enough. What's going on?
In my first selling job, all I worried about was my sales funnel. Working for a multibillion dollar electronics giant meant that we needed to constantly keep the pipeline filled. My boss didn't seem to care how I did it, only that it was filled and I was moving prospects through to closing.
I quickly discovered that those of us on the frontlines received little real help from marketing. Sure we had lots of wonderful glossy brochures, but forget about any kind of truly targeted lead generation or help in the field. When a new product was announced, we received little advanced notice or guidance on benefits and positioning.
It was all up to me – to find prospects, track my leads through the sales funnel, pull in support and line up expert resources when needed. And of course, close the deals. Oh, did I mention that keeping customers happy after the sale was my responsibility too.
I became a one-man sales and marketing machine doing my own qualified lead generation. It was hard work but I was successful. Talk about trial by fire!
This shaped my thinking early on about selling. It became clear that marketing must focus on making the sales process easier by addressing the needs of both customers and frontline sales people.
To effectively do this, sales and marketing have to be on the same page. That makes sales and marketing partners. Also shift marketing's focus to business building and driving revenue. This is the secret of how to sell more products.
It just makes a ton of sense to have sales and marketing collaborate before, during and even after the sales process. The result will always be on revenue generating actions.
Here's four reasons why it's important that sales and marketing act as a team:
Only by having sales and marketing in alignment will this happen. Make sure that they are in sync and agree on and develop strategies and tactics together. This is how to sell more products.
Check out my article in Why Your Frontline Sales Must Include Marketing for more on why marketing needs to be an essential part of the sales process.
The Keys to Marketing Are All About Planning, Connecting, Selling, and Then Repeating the Process.
It is a process that takes into account the customer, the product, and the channel. These are the 7 traits of a successful marketing effort.
At the heart of any new feature or product offering, is a total understanding of your customer's perspective - the problems you are trying to solve
Make sure your assumptions are based on rock-solid homework.
How Well Do You Know Your Customers and What They Really Need?
Amazing things happen when you truly know your customer base and how they measure success. You'll develop better solutions to their problems and understand how to sell them.
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