The Science of Scaling Q&A | How Do You Solve for a Siloed Marketing and Sales?
Aug 29, 2024
Explore the amusing tension between marketing and sales teams, often perceived through a humorous lens. Discover how establishing clear roles and responsibilities can enhance collaboration. Learn the importance of defining Marketing Qualified Leads and the impact of personalized follow-ups. The discussion also highlights the necessity of a Service Level Agreement to ensure accountability and drive revenue goals. Uncover practical steps to bridge the gap and optimize performance, making the relationship more productive.
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Align Sales & Marketing
- Get sales and marketing leaders to agree on responsibilities and revenue goals.
- Define how much pipeline will come from each team (e.g., 50/50).
Defining MQLs
- Define a Marketing Qualified Lead (MQL) based on objective criteria like company size and location.
- Avoid subjective criteria in MQL definition, such as "need" or job title.
MQLs and Job Titles
- Don't exclude lower-level employees from MQLs; they often influence decision-makers.
- Use MQLs as a starting point to engage with the entire organization.