The key to long term success is to have Imagination, Persistence, Compassion.
Fostering a deep, real and fruitful conversation between marketing communications AND sales is one of the most important tasks for senior managers nowadays. The marketing department is working with product development on a lovely garden. And sales is out there hunting, hunting, hunting to bring “eaters” to the garden. Market researchers see who the potential “eaters” are from a distance and, ideally, marcoms aids sales with extremely accurate messaging to lure the “eaters” into a rich and beautiful experience.
Joan Damico writes, “Marcom (Marketing communications) tends to operate from a longer term visionary / brand perspective. This often leads to a content clash with sales, which must meet monthly and quarterly revenue targets. There’s opportunity for marcom and sales to reach a happy medium between content that is visionary, such as thought leadership, and tactical content that is more immediately useable, such as ROI calculators and product comparisons.” (SOURCE: http://www.business2community.com/content-marketing/will-content-marketing-end-contentious-b2b-marketing-and-sales-relationship-0504728)
Damico’s excellent observation pinpoints the need for accuracy within the marcoms-sales relationship. Ideally, the two silos come to an understanding and are able to work together. The process of market research, content development and “message tweaking” can seem endless to the Sales silo. Salespeople want it “right now”. This is why it is wise of senior managers to start specific marketing programs six-twelve months PRIOR to attached sales initiatives. In fact, a deep market audit can inform a far more accurate sales process and marcoms can provide the sales teams with incredibly accurate and effective messaging due to the research. Likewise, sales can communicate their on-the-ground experience with customers to marcoms. That’s a very rich conversation and planning approach!
Seth Godin writes, “Valuable marketing campaigns are the result of time and user experience, not media and more media. Social media is a marathon, a gradual process in which you build a reputation. The best time to start was a while ago. The second best time to start is today. But turning it up to 11 isn’t going to get you there faster.” (SOURCE: http://sethgodin.typepad.com/seths_blog/2013/06/the-thermostat-and-the-frying-pan.html)
When a marcoms team has been given a realistic lead time, their contribution to the sales silo will be very valuable. More managers have to realize the differing pace of marcoms and sales. And need to plan accordingly.