Small Business Computer Consulting Blog

Improve Your IT Sales Strategies by Aligning Marketing and Sales

Posted by Kittie Walker

Feb 14, 2012 2:33:00 PM

Improve Your IT Sales Strategies by Aligning Marketing and SalesYour IT sales strategies and marketing efforts will be more successful if you align them and make sure that they both focus on being customer-centric rather than product-centric.

It doesn’t matter whether you have separate sales and marketing teams, an integrated sales and marketing team, or if you are a consultant and wear both hats yourself. The crucial point is that you ensure that the two disciplines are not at odds with each other.

Often IT sales strategies fall flat. This tends to be due to little or no interaction between the sales and marketing experts on the ground within the organization. Worse than that, in some organizations, the friction between the two teams negatively affects the entire sales process.

Why Marketing and Sales Need to Work Together

There are some overwhelmingly positive benefits to aligning the two strategies. Some of the most tangible benefits are:

  • You will spend less on customer acquisition.

  • Your products will be better-priced and better-positioned in the marketplace.

  • Your leads will be better qualified.

  • Your conversion rates will be higher.

  • You will achieve more sales.

This might sound too good to be true, but it isn’t. It may take a little effort to implement, as it requires a change in mind-set from the teams. But if you run traditional sales and marketing, where each team resides in its own silo, you will be able to reap the above benefits by re-adjusting and aligning your IT sales strategies.

How to Get Marketing and Sales Working Toward the Same Goals

When carrying out the alignment you will want to:

  • Ensure that your business is customer-centric, by immersing the entire business in relationship marketing and selling.

  • Ensure that the marketing and sales teams interact with each other, by working together on campaigns both from a strategic perspective and in the field.

  • Ensure that there is a feedback loop between the teams, so that the sales team can provide useful insights to marketing, and they in turn can provide better-qualified leads back to sales.

Even if you are a consultant, you can make a significant difference to your sales conversions by implementing IT sales strategies that are integrated with your marketing strategies.

Whatever the size of your company, you need to start collecting data from your sales process and feed it back into your marketing processes.

The valuable insights that you gain will allow you to improve your marketing, inquiry generation, lead qualification, and product/services, maximizing your potential sales conversions. Here are some examples of the data that you should be collecting:

  • Competitor information

  • References

  • Testimonials

  • Customer feedback

  • The reasons for a sale falling through

The benefits of moving forward in this way speak for themselves. You don’t have to bring both functions together in one department, but they need to work together as a team with the same set of objectives, which should be to spend less on acquisition and to sell more products.

Have you integrated your IT sales strategies and marketing strategies in this way? Is it something that you have considered doing? If so, we would love to hear your thoughts and experiences in the COMMENTS section below here.

Creative Commons Image Source: flickr Venturist

Topics: IT marketing, IT sales