A few weeks ago we wrote about our opinion that it is difficult in today’s advanced world to be both a sales and a marketing expert and that each area demands a completely separate and individual focus. Our opinion in this area has not changed, but on reflecting on conversations and feedback following that post we felt compelled to highlight the new sales paradigm of Sales 2.0.
Sales 2.0 is all about ensuring that sales teams are competent in using online technologies to successfully connect with the new buyer. To do this it is of course essential to bring sales and marketing much closer together whilst respecting their separate skill sets and disciplines.
There is a tremendous amount of information online from buyers about themselves and their habits and behaviors. If this information is understood and used correctly it helps relationships between buyer and seller blossom. This understanding and subsequent strategy must come from the salesperson. The seamless alignment of sales and marketing is therefore of critical importance. Any sales approach that does not embrace the need to grapple with the changes in modern communication will not, in our opinion, succeed.
Through their marketing departments, businesses need to follow their relationships with clients, and when clients exhibit buying signals sales departments need to engage an appropriate course of action. To a great extent this changes the traditional hunters-and-farmers approach of sales teams. The information trail must feed back to marketing. To build a strong Sales 2.0 force, sales teams must share their data about what details add value to any sales process and provide marketing resources to what is most effective.
Sales and marketing individually may be very distinctive skill sets, but they need to work harmoniously. This will be powered successfully by strong leadership that is in full understanding of the essential detail. Nurturing your customers and their needs, values and views will be ever more essential. Taking appropriate action and developing strategies must be a real sales and marketing partnership.