The first steps to start building the sales marketing strategy are:
Diagnosis of the company
In order to know where to go, you must first know where you are.. Make an assessment of the current business scenario, looking at its entire structure (number of employees, amount of sales, current positioning, investment budget, billing history, etc).
A tool that can help you in this process is the SWOT matrix. In it you will be able to list all the strengths, weaknesses, threats and opportunities they have at hand.
Definition of objectives and goals
This step is crucial because it is what will base the entire sales marketing plan. Here you need to identify what the company’s goals are, that is, where it wants to get within a certain period of time.
These macro goals will break down into goals. But in order for these goals to reach the objectives they need to be specific, measurable, attainable, realistic and have a deadline to be achieved.
Action plan design
With the objectives and goals well defined, it is time to structure the actions that will be taken to achieve them. This is where marketing and sales must jointly understand how their goals speak to each other and how they can help each other.
5 Tips for a Good Sales Marketing Strategy
But, after all, how to do good sales marketing and have an integrated brand voice? We have separated some valuable tips to help you in this mission:
1. Know who you are talking to
It’s no use having the best products and services if you don’t know the people you’re going to sell to. Therefore, the first tip to succeed in your marketing and sales strategy is to know your persona and your ideal customer profile very well.
Identify who your company’s best customers are, what points they have in common. In terms of marketing, also map what are the psychological characteristics of these people, which channels they follow and which ways they consume content.
Knowing who you are communicating with is much more effective than simply building a compelling generic argument. The speech becomes much more targeted and assertive.
In other words, analyze your competitors! Look carefully at other companies in the segment in which you operate.
- How do they position themselves?
- What are your main goals?
- What regions do they serve the most?
Try to identify all these answers. This is critical for you to understand yourself within this sea of offers.
3. Be very clear about your differentials
Regardless of what your niche is, there are certainly other companies that provide similar solutions. And that’s why you, before communicating with your persona, need to know what your unique selling point is.
After all, that’s what the consumer wants to know. What makes you different from others? Why should the customer choose your solution and not the competitor’s?
To answer these questions, it is important not to skip tip 2. It is a key part of this construction.
4. Define your actions based on the objectives of the plan
Do you want to increase sales volume? Generate demand for a new product or service? After all, what is your real goal?
Let’s assume it is to increase the amount of sales. With that defined, the sales team needs to assess where the revenue comes from and, together with marketing, choose which path to follow: encourage customers to consume more often, or find new customers.
From there you define what the operational plan will be to achieve the objective.
5. Create a schedule and follow-up routine
For the plan to really get off the ground, things are done little by little. And it is necessary to involve the whole team in a calendar, with viable deadlines, for the project to progress.
But in addition to execution, it is also important to create a routine for monitoring actions. You can, for example, hold meetings every 15 days with the marketing and sales areas to assess what has been done in that period, look at the metrics and identify what actually worked and what needs to be adjusted.
This is what will ensure the success of the strategy.
Why not leave sales marketing for later
If you’re interested in growing your business, but you still don’t invest in an integrated marketing and sales strategy, you’re wasting time (and resources).
When marketing and sales don’t go together, it can happen that the former generates immature and unqualified opportunities for the latter. Or, still, the commercial team sells something and makes a speech that doesn’t match what marketing preaches.
In both cases, the result is dissatisfied customers, who may cancel the purchase and even the relationship with your company.
But there is still a third case: a situation where the customer is not necessarily dissatisfied, the company is just stagnant. Marketing makes disjointed campaigns, which do not generate relevant results for the organization, and commercial does not have as many opportunities to work.
All of the above situations are bad. After all, you don’t want to have brand-detracting customers, and you don’t want your company to stand still either. But to avoid any of these undesirable scenarios, there’s no way around it: the way out is to do good sales marketing.