How do you strengthen the relationship and alignment between marketing and sales? Enable both areas to invest in helping each other succeed. Martin van der Linde has seen first-hand how dramatic the results can be.
Martin kindly gave another presentation to my MBA students this week on digital marketing practice. As GM Marketing at Noja Power, Martin works closely with his Sales counterpart to optimize the marketing and sales process for this world leader in Medium Voltage Electrical Equipment.
Integral to their rapid growth and success – doubling the size of their global business within 5 years – has been the commitment of the marketing team to generate qualified sales prospects using inbound marketing and the focus of the sales team in responding, developing and converting prospects.
But there’s more to the story. The sales team plays a critical role in educating and assisting the marketing team to better understand the technical needs of different customers and the type of content that will resonate and attract customers to the Noja Power brand.
This enables the marketing team to make the brand visible and relevant to prospects during their search and evaluation process. Using marketing technology to monitor interactions, better qualified leads that demonstrate intent can be generated for sales follow up, optimising sales effort and sales conversion.
The marketing team also has a vested interest in understanding the effectiveness of the sales process, and how to contribute to improving it through better quality information about prospects.
Thanks again Martin for sharing these practical insights about how to optimize marketing and sales performance. #digital #marketing #sales
