Who Is To Blame When Sales Effectiveness Struggles?

Struggling sales

When sales effectiveness starts to shrivel up and the boss is looking for an explanation, who is at fault?

It’s marketing’s fault!

No it’s sales’ fault!

I’m sure at one time you’ve sat in one of these shouting match meetings and you were on one side of the table pointing the finger at the other.

And if you haven’t and don’t think they really blame each other for sales effectiveness issues, think again.

Here are results from a Demand Metric study when sales and marketing professionals are asked what are the leading reasons qualified leads don’t convert:

Sales puts the most blame on a lack of assets and support from marketing, while marketing says the sales group can’t negotiate to close the deal.

It’s a he said she said mentality in many organizations, and in some cases one side might have more of an argument than the other, but let’s talk about taking away the blame for good.

First, let’s unpack the modern sales process for a minute.

For starters, your prospects are not buying the ways they used to. And because of that, sales and marketing needs to change the way they go about getting them to buy.

Back before the Internet was in essentially every home, sales and marketing teams were the keepers of the product information. Prospects literally had to walk into the stores and talk with a rep or pick up a catalog which marketing put together to get the buying information they needed to make an informed decision.

Fast forward to today, and now the prospect is more times than not the most informed person in the sales meeting. With all of the digital avenues now to absorb as much product information as possible, a prospect can walk into a sales meeting and has all the information they need to make a buying decision.

…or thinks they need.

But from a sales effectiveness standpoint, reps are left to filter through a prospect’s misinformation during key magic moments within a meeting and refocus them into making a better buying decision. That’s decelerating the sales cycle before the meeting has even started.

So how can sales and marketing help one another to improve sales effectiveness?

Well, of course the two departments can arrange for MQL/SAL progress meetings to gather feedback on the lead transfer process. But what about in the trenches when closing an opportunity?

The solution is giving sales reps a tablet equipped with a sales acceleration app full of marketing created collateral that functions disconnected from the web.

The rep stops wasting valuable time in the sales meeting trying to find clarity for the misinformed prospect, and can focus on finding those magic moments naturally with the content and mobile app marketing has equipped them with.

Imagine some stereotypical sales guy sitting across the table from a strong prospect.

Jane Prospect – Joe, I have one question about your product… How does it specifically compare with what your competitor offers?

Joe Sales Guy – Well Jane, that’s a great question. Let me just get my comparison chart out of my briefcase.

(Joe shuffles through papers and folders in his briefcase for minutes trying to find that marketing piece, while Jane becomes annoyed since her question wasn’t answered timely and a magic moment in the meeting for Joe is lost.)

Now let’s play the tape back and give Joe an iPad with a sales enablement app full of product collateral and integrated with his company’s CRM system.

Jane Prospect – Joe, I have one question about your product… How does it specifically compare with what your competitor offers?

Joe Sales Guy – Well Jane, (searches in the app on the iPad product keywords), here’s a complete breakdown between the two and let me show you how we outperform…

(Joe seizes the magic moment presented to him using the proper tools provided by marketing, and Jane further validates her buying decision to go with Joe.)

When sales and marketing can capture those moments in the crucial prospect meeting, sales cycles accelerate and sales effectiveness struggles become a thing of the past.

Are your teams seizing the magic moments of the meeting presented to them?

About Corey Trojanowski

Corey joined the FatStax team in 2013 as our Marketing Communications Specialist.This self-determined, sarcastic, and highly motivated extrovert comes packed with a fiery competitive edge partnered with a strong mobile-savvy persona.