Collaboratively harnessing the business intelligence gathered by both the sales and marketing departments provides a firm with a comprehensive view of the entire sales cycle from pitch to purchase. This meeting of the minds allows for effective support throughout the process, a defined hand-off point for lead follow up, capitalization on the initial sales response. Idea marketing focuses on the "idea" a product or service invokes. Consider Kodak's brilliant marketing plan, film was marketed as the "selling of memories," not a camera product. Consumers fell in love with the sentimental value of an idea, not a product. In B2B tech marketing, the client is purchasing the power, speed, or relevance of the product; clients are not interested in the mechanics, just the idea of how the product can benefit their firm.
Key Points of Collaboration During Idea Marketing and Sales
- Identify Points of "Sales Readiness": According to studies preformed by the IDG, a corporation uses several sources of information and careful research at least several days before attempting to make a decision about a purchase. It is the job of the sales team to identify the deciding factors that came to play during the "sales readiness" period for the client. As this information is cataloged, the marketing team can access and analyze this information in an effort to better garner potential leads.
- The Initial Interaction: During the change of hands between marketing the lead and the initiation of the sale, often the sales team is left with limited information about the potential lead's specific needs. It is during this critical moment that intelligence gathered from Salesforce automation can be used to seamlessly connect the two processes. For instance, during the idea marketing process, the marketing department can collect pertinent information specific to the potential client such as need and demographics and input that information into the system. Once the lead is passed to the sales team, the information gathered from the marketing team will be available for the sales team to view, enabling the sales team to flawlessly convert the lead into a sale using the unique information provided by marketing.
- Leveraging Idea Marketing Insights: Customer evaluation, selection process, and board review can all present possible hiccups in more difficult sales processes. Careful analysis of business intelligence gathered from the sales and marketing teams can be used to develop effective sale-closing strategies.