How to Become a Marketing Superstar: …..Continued
Communication
Shared Goals
In order for marketing to be ready for Revenue
Marketing and to engage in a new kind of
relationship with sales, an effective vision and a
game plan must be established. It’s up to marketing
to set the vision, create and communicate the game
plan, collaborate on the game plan and get buy-in
on this game plan.
I can’t emphasize strongly enough the importance
of sales and marketing having shared goals, aligned
compensation and complimentary organizational
structures. In the world of sales, no revenue
accountability for marketing means zero respect
from sales. When we take a look at the most
successful Revenue Marketing machines, we see
that marketing has the same kinds of goals as sales.
If sales has a number tied to new account
acquisition, so does marketing. If sales has a
number for enterprise accounts, so does marketing.
If sales has a number for a new product, so does
marketing.
Creating and gaining commitment to a jointly
developed game plan takes time and repetition.
Marketing can’t just walk into a meeting and expect
sales to “get it” in a 30-minute presentation. After
all, marketing has probably spent months attending
conferences, reading white papers and educating
themselves about the benefits of Revenue
Marketing. Marketing will need to plan for
multiple communication methods, meetings, and
events to share the sales vision and craft the
ultimate game plan.
Synergistic Marketing Behaviors
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Develop a communication plan like a marketing campaign
Deploy using your marketing automation
platform and track and engage with digital
body language
Develop personas and messages
Work in multiple channels
Incorporate the 11 elements of an effective
Revenue Marketing Communication Plan:
Communication Type (updates, milestones,
best practices), Intent of Communication
(inform, educate, influence), Cadence (how
often), Source (corporate, field, other), Target, Flow (broadcast, bi-directional, networked), Milestone, Channel, Action (call
to action), Measurement, Resources (team
to drive the communication)
The Challenge
Marketing and sales alignment, excuse me,
synergy, is a key success factor of Revenue
Marketing success. Do not assume marketing
understands the world of sales. Unless they have
a background in sales or have worked in a Revenue
Marketing model with sales before, how are they
supposed to know all of this? Take the time to
assess where marketing is in their understanding
of sales and then follow the guidelines in this article
to improve that level of understanding and to begin
exhibiting fruitful Revenue Marketing behaviors.
As Principal Partner & Chief Strategy Officer of The
Pedowitz
Group,
Debbie
develops and manages global
client relationships and leads the
firm’s
thought
leadership
initiatives. She coined the term
“Revenue Marketer” in 2011
and she has been helping B2B
companies grow revenue by
applying strategy, technology
and process for over 30 years.
www.pedowitzgroup.com
Strictly Marketing Magazine March/April 2016
19