As the world becomes more mobile, so does our ability to market to our target audience in new and creative ways. Today’s workforce isn’t just sitting at a desk in an office from 9 to 5. Emails are now opened from mobile devices while on the way to work, while waiting to get seated at a restaurant, and everywhere (and at any time) in between. According to eMarketer, by 2018, American adults are expected to spend an average of 3 hours and 23 minutes on non-voice mobile media each day.
Capturing the attention of a mobile audience gives marketing teams the opportunity to create a wide variety of content that views well on both mobile and desktop platforms. In addition, sales teams are able to respond quickly to customers’ needs.
With this understanding, companies should coordinate their sales and marketing teams in the effort to be mobile-friendly across all platforms.
Challenge 1: Aligning Brand Messaging Across Channels
Solution: It is imperative that the marketing team communicates the same message and experience with prospective customers as delivered by the sales team, regardless of platform, application, or device the consumer is using.
The sales team must deliver on the promises made in brand messaging efforts. In addition to creating a great brand experience, sales staff can also provide feedback to the marketing team on what is working most effectively. The company’s brand message should be clear and consistent, whether it’s found in a blog post, a follow-up email, a Facebook comment, or an ad.
Additionally, the marketing team should leverage various outlets and devices to capture the attention of the target audience. Powered with feedback from the front line sales team, marketing should deliver content that is easily shared and digestible for target consumers across various social media outlets and other channels.
There are many different sales automation software programs designed to help both teams create and deliver an efficient, cohesive marketing campaign. These applications allow for companies to appear professional and efficient from any device your customer might be using.
Pro Tip – Salesforce is a customizable, cloud-based CRM Tool that allows for real-time updated customer information and consumer insights. It’s great because it pulls specific data right from an inbox instantly and is all online, so there’s no need to download or install any software.
Challenge 2: Communication & Collaboration between Departments
Solution: Both parties should create strategies for increased engagement with online consumers. Once those strategies have been clearly defined, each team needs to establish goals and share the outcome of their work.
In order to streamline the collaboration between these two teams, consider rewarding efforts through incentive programs.
When the marketing team is effective at communicating specifics about lead generation and consumer touch points, the sales team is more prepared when they reach out to these leads. Knowing where these potential customers are in the “sales funnel” will allow sales representatives to tailor their messages and approaches respectively.
Pro Tip – Trello is an online platform designed to help you keep all of your projects organized as efficiently as possible. Both marketing and sales can use this online project management tool in order to keep daily tasks in an orderly fashion, where they can see exactly what is being worked on, what has been completed, and what still needs to be finished, without the hassle of following up with other coworkers.
Challenge 3: Measuring Success
Solution: While sales and marketing may have different departmental goals, they should have the same system for measuring success. From ROI to social shares and brand exposure, all success metrics must be understood and shared across the company.
Both teams can benefit from understanding each other’s metrics, such as by tracking the conversion rate of either marketing or sales leads to paying customers. Knowing these metrics can expedite the process, allowing the team to convert more leads in a less amount of time.
Pro Tip – Cyfe is a great tool for businesses to utilize in order to condense their metrics into an all-in-one dashboard. It is able to monitor multiple different websites on various online platforms, and can even show one specific piece of a sales and marketing plan, such as new customers or SEO.
Challenge 4: Understanding the Consumer
Solution: Reach out to target customers to determine how they use their mobile and desktop devices. By asking for their opinion, it is possible to gain valuable insights into what types of content they want to see and use online. For instance, according to the Pew Research Center, young adults are more likely to reach for their phone to do something other than text or call someone, and more than anything else search around location-based queries. This information helps uncover key touch points that can be used to generate a stronger relationship between the brand and potential customer.
Once these insights have been analyzed, companies should create content that addresses the voiced wants and needs.
Pro Tip – Check out Clicktale, a very interesting brand that analyzes consumer’s online behaviors, or their “digital body language”, in order to take note of their interactions with other companies. This tool is designed to give them a better understanding of how to improve the customer experience.
Companies will begin to see an increase in their understanding of consumers’ online habits and preferences through the application of these solutions. The consumers’ reactions and trends from both marketing and sales points-of-view paint a bigger picture, making it easier to address their wants and needs. Fewer leads will slip through the cracks and as a result, conversion rates will increase.
Once an efficient communication process between these teams is established, the collaboration process becomes easier and more streamlined. As an added benefit, a strong friendship between the sales and marketing team might even develop throughout the process.
Tracy Julien is the VP of Marketing for GuidedChoice, a leader in retirement investment planning. Tracy received her Bachelor’s degree from Ohio University in 2000 and her MBA in Marketing Management from DePaul University in 2006. She has over 15 years of experience working for highly esteemed companies such as FTD, the Blue Cross, and Unilever. Tracy specializes in consumer marketing, focusing heavily on marketing strategy, global brand management, customer experience, and product innovation.