所有这些销售和营销交流技巧只是建立更好的销售和营销一致性的一部分。实际上我们有一个free sales and marketing alignment webinar如果您想进一步了解我们如何在销售和营销之间建立合作伙伴关系。raybet平台
1.经常举行销售和营销会议
尽管在初创企业中有一种越来越多的文化来消除会议，但我们发现销售和营销之间的频繁会议有助于保持沟通的开放。我们每周都会举行一次销售会议，其中包括整个销售和营销团队。我们审查了两个团队本周的活动，更新销售团队的营销活动，反之亦然。今天，这次会议主要是关于共享信息 - 与70多人共享，这不再是获得反馈或讨论某些东西的好方法 - 但是在Hubspot的早期，它更小，更非正式，我们将讨论并向两种方式提供反馈。。会议需要30-60分钟，销售和营销人员在场以及公司内的其他一些团体。raybet电子竞技
In addition to the weekly Smarketing meeting, a subset of each team (about 10 people total) meets monthly to review our results in depth and talk about future plans for improvement. This is where we have more of a discussion, and we hold each other accountable for our portion of the partnership. This meeting started later at HubSpot, once the weekly meeting got too big to use it for discussion.
On top of these two standing meetings, there are of course impromptu meetings on different topics, and because of the culture we have built, sales and marketing are usually both represented in those meetings together. So marketing won’t get together to talk about leads without getting input from sales and sales won’t start a new sales effort without including marketing. Sounds like Smarketing to me!
2.在销售和营销之间建立多个关系
在其他公司，这两个团队之间的主要关系可能是副总裁营销与副总裁销售之间。这是个错误。马克·罗伯格（Mark Roberge）和我试图在团队的多个级别建立牢固的关系，以使两个团队更像一个团队。您希望销售经理与营销经理交谈，希望每个人都在营销与个人销售代表交谈。这个想法是，与其没有达到销售副总裁的每个问题，然后与副总裁营销进行对话，然后下坡，而是通过增强团队中的每个人并在各个层面建立关系来解决他们的来源的问题。团队。今天在HubSpot，Mark和我只需要参与少量问题。
3. Mix Marketing and Sales Desks Together
At most companies the majority of communication and relationship-building is informal, so it surprises me when the marketing and sales teams sit in different parts of the office. Some companies might put sales and marketing near each other, but it is still one big group of salespeople and one big group of marketers that happen to sit near each other.
公司应该做的是将销售和营销混合在一起。每个营销人员都应该坐在销售人员旁边，反之亦然。营销的好处是，他们可以亲眼目睹销售人员的工作，以及他们是否正在从事帮助销售的营销活动。销售的好处是，他们有一个营销人员，他们可以向他们询问有关所获得的潜在客户和创建不同的营销计划的问题。这也是营销的好处，因为当销售人员更好地了解他们所获得的潜在客户时，它们可以更有效地追随他们，这使他们既有生产力更高又更快乐。
在HubSpot，我们实际上将这个办公室安排进一步迈出了一步，我们的所有实施和支持顾问也都位于销售和营销中，因此我们将销售，市场营销和后销售额共同在一起，有助于建立更多的交叉功能交流。利用人类自然倾向是社交，以建立更好的营销和销售交流效果很好。
4.在营销和销售之间提供多种类型的反馈
We ask each sales person to rate their leads in our CRM system. We send out periodic surveys to the sales team to give feedback on leads and the sales tools marketing provides. We have 1-1 conversations with many sales reps to get their feedback on marketing in person. We ask sales managers to get 1-1 feedback from their teams and then provide that feedback to marketing.
营销人员进行演示，并向销售团队提供有关他们的表现的反馈。我们通过跟进潜在客户来监视每个销售代表的统计数据，并向他们展示他们是否不如团队其他成员。
所有这些活动的目的是使营销和销售中的每个人都有能力提供反馈，并且反馈实际上被用来做出决策和改进。虽然销售或营销中的每个人并不总是同意他们做出的所有决定，但我认为他们都会说他们是团队的一部分，销售和营销彼此倾听，当我们做出决定时，他们的声音就会被听到。这种反馈和信任程度是成功营销和销售交流的关键。
5.就术语达成共识
Communication requires the two parties to use a similar language and vocabulary. One of the things that we did at a very early level (only a few employees in the company) was to decide what a “lead” was and what an “opportunity” was, wrote down those definitions, and then built them into our reports and culture. If you don’t have agreement on what a “lead” is, you will constantly have the problem of sales complaining that the leads are bad and marketing complaining that sales is lazy and not working the leads effectively.
我们对“潜在客户”和销售的定义营销过程随时间改变了很多,but at all times we had firm definitions and had a销售和营销SLAthat defined exactly what each group’s responsibilities and goals were. (In fact, there was one period of two months where one of our definitions got a little hazy, and those were some of the rockiest months in terms of communication between sales and marketing.)
6.使用数据进行交流
Finally, all of this communication between sales and marketing is built off of the principle that data never lies. Salespeople are not allowed to say “the leads suck” without data showing that the conversion rate has dropped or a key demographic factor has waned recently. Marketing isn’t allowed to say “sales are lazy” without data to show that they are only following up on each lead only one time.
This does not mean that informal qualitative feedback is not useful in sales and marketing. But it does mean that if there is a way to use data to verify your feelings, you should use the data.
At all of our meetings, we use data to understand the current state of sales and marketing, we have daily reports that show exactly the progress of both sales and marketing each day, and we generally don’t answer questions with “it feels like”. Data is a wonderful tool to help remove the emotion from conversations, and to focus your teams on the real problems.
您在公司做类似的事情吗？raybet电子竞技您是否发现您发现有效的其他销售和营销通信技术？发表评论，让我们讨论。
Originally published Sep 9, 2010 8:40:00 AM, updated January 22 2020
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