On the surface, it would certainly seem that sales and marketing are two sides of the same coin. What we really want to create is sales and marketing coordination. However, in reality, there is usually some extreme division between those on either side, to the point where it almost seems like they’re on two different paths. In this episode of the SaaS CX Show, I talk with Randy Wootton, Chief Strategy Officer and President at Percolate, a Seismic company.
Achieving Sales and Marketing Coordination
Ideally, the marketing department would talk with the sales team, and vice versa. However, in many companies, sales and marketing coordination does not exist. On the sales side, they complain that the leads are weak or improperly vetted. On the marketing side, they say that the sales staff aren’t closing, despite having such highly qualified leads. Obviously, both statements can’t be right.
As I discuss with Randy, it seems like the fundamental difference between the two sides is that one uses data a lot more than the other. In my experience, because the sales staff is out there building relationships and talking with clients, numbers and statistics are met with derision. Most high-end sellers aren’t going to rely on charts and graphs to close a deal – it’s all about how you talk to the prospect. Overall, the sales team puts much more emphasis on specific points and details, even if the data is mostly anecdotal.
On the flip side, since so many marketers use analytics religiously, they don’t interact with clients regularly. So, when trying to capture new leads and push them through the sales funnel, marketers rely on data to qualify a prospect, rather than talking with the person directly.
Unfortunately, this lack of sales and marketing coordination can increase customer churn rates because the marketers are selling one thing while the sales team is selling another. A lack of communication about what’s going into each sale can lead to disaster.
Being Customized Without Being Creepy
Seismic is a firm that helps companies – both large and small – create tailored content to reach customers. These days, the “shotgun” approach doesn’t work anymore. Users are far savvier than in years past, which means that they expect a certain level of personalization in each interaction.
The struggle, according to Randy, is to provide that customization without being creepy about it. We’ve all had that experience where an ad pops up on Facebook or Instagram that seems to have come straight from our thoughts. We don’t remember searching for that product or service, but here it is in our timeline.
As a SaaS company, the content has to tow that line well, and that messaging needs to get to both the marketing and sales team. All too often, marketing has created content that speaks to an individual customer, but once that person talks to a sales rep, the rep has no idea about it. In most cases, that sales and marketing coordination disconnect can lead to higher customer churn. Clients expect the company to have a cohesive strategy at all times.
Quality Over Quantity
One anecdote that Randy recounts is how he sold Seismic to one of his enterprise-level clients. Evidently, the company was spending $40 million per year on advertising content but estimated that only about half was delivering toward the bottom line. So, with a perceived loss of $20 million, the cost of Seismic pales in comparison.
What Randy and his team do is go in and figure out what messages are getting to clients and how they can be tailored even more to compel action. So many companies believe that quantity is necessary to stay above the competition. However, a targeted message at the right time can get a lot more traction than 10 generic ones. It’s all about figuring out the when, the why, and the how.
We talk a lot more about creating better sales and marketing coordination, so check out the episode here. And, if you want to find out how to reduce customer churn with Seismic, you can learn more at www.seismic.com.