In the Key of Inbound

New Data Reveals Sales Isn’t That Worried About Lead Quality: Other Ways Marketers Should Help Sales

[fa icon="calendar"] May 16, 2017 8:00:00 AM / by Matt Jacoby

New Data Reveals Sales Isn’t That Worried About Lead Quality: Other Ways Marketers Should Help Sales

Sales and Marketing. Ideally, they should go together like peanut butter and jelly— working together toward the shared goal of closing deals and increasing their company’s bottom line. In reality, many Sales and Marketing teams go together like peanut butter and motor oil.

Out of the 6000+ respondents polled for the 2017 State of Inbound report from HubSpot, only 22% of them report that their Sales and Marketing teams are tightly aligned. One of the ways that this is most evident is in the emphasis that each team puts on lead quality. While marketers have been told that their focus should be on the quality of leads that they pass on to the sales team, that’s not the sales team’s worry.

Let’s explore some of the ways that marketers can help the sales team achieve their mutual goals beyond lead quality.


Solidify Your Smarketing
Solidify Your Smarketing

If you’re not familiar with the term “smarketing,” it’s time to learn it.

Companies whose Marketing and Sales teams work closely together generate, on average, 208% more marketing revenue than the companies that have less cohesive teams. Not only will it make both the sales and the marketing teams’ jobs easier, but it will significantly increase the organization’s bottom line.

Sales can inform Marketing’s content, sharing information about the questions that potential clients might have throughout the course of the buyers’ journey. Marketing’s content can support the Sales team as they guide potential clients through the buyers’ journey. The relationship is symbiotic, and it’s important that both teams recognize the other’s value.


Create Solid Buyer Personas
Create Solid Buyer Personas

One of the best ways that the Marketing team can assist the Sales team is through the construction of buyer personas. A buyer persona is a detailed and generalized depiction of a fictional version of an ideal customer, and it will help your Sales team better understand who they should be selling to, and what will help close the sale.

How do you create a buyer persona? It’s a matter of gathering “facts” about your persona. These facts can include:

  • Demographics
  • Education
  • Industry
  • Company Size
  • Role Within the Company

And if you think of other facts that you feel might better help the Sales team, add them! Whatever it takes to create a fully fleshed out persona.


Continue Generating Awesome Content
Continue Generating Awesome Content

Creating quality content is the best way that the Marketing team can support the Sales team. It can be the Sales team’s ticket in to talk to a potential client, and it can help to establish credibility and expertise once they’re in the door.

A reported 82% of buyers examine at least 5 pieces of content before committing to a vendor— in other words, the majority of buyers do take note of the content you create, and it can influence their decision to work with your organization.

This content could consist of the following:

  • Ebook
  • Blog posts
  • Emails
  • Infographic
  • Product Overviews

40% of the 2017 State of Inbound report’s respondents say that their top challenge is proving the ROI of their marketing activities to the people in positions of management; explaining to them the manner in which the content can not only get your sales pros a meeting (which is the #1 most difficult part of sales today, according to the report), but also set your organization up as a leader in the field.


Train to Assist with Pitches
Train to Assist with Pitches

Whether they bring you in as an additional resource or you handle a meeting on your own when they’ve been pulled in twelve directions, the Sales team will be grateful if they know that the Marketing team is not just willing, but trained and able to assist with a pitch should the need arise. Your familiarity with the material makes you a valuable source of information, and if the two of you pool your combined knowledge of your product or service, you’ll be all but invincible.

All of this isn’t to say that the Marketing team should stop providing the Sales team with quality leads— that’s not the case. We’re simply pointing out that the Marketing team has more to offer than that, and the Sales team is eager to see what you’ve got.

When Sales and Marketing team up, success is more attainable than ever before.




Topics: Inbound Marketing, Inbound Sales

Matt Jacoby

Written by Matt Jacoby

Matt is the owner of Octave Media, has been developing websites for 20+ years and helping businesses grow online with inbound marketing for 4 years. He enjoys spending time with his wife and two boys. Long walks on the beach aren't half bad either.