By Caleb Malik
Every day, I talk with sales and marketing professionals. In one meeting, I’ll hear a marketer complain, “sales always says we don’t get them enough leads, but they just aren’t following up.” An hour later, a sales executive is telling me, “marketing doesn’t drive enough high-quality leads.”
It should come as no shock that when marketing supplies high-quality leads and sales connects with those leads, businesses tend to succeed in achieving their growth goals. For many, this seems like the ideal situation, but it’s really just table stakes. Sales and marketing should work together to do more than hand off leads; they should work in tandem as one team.
The imperative for sales and marketing teams to work together is arguably best illustrated in the case of account-based marketing (ABM). Rather than waiting while marketing drives high-quality leads using ABM, sales development representatives (SDRs) should be helping to develop campaigns and drive account saturation. Likewise, marketing should give SDRs a seat at the table, recognizing the knowledge SDRs have of ideal accounts and leveraging their insights to improve campaigns over time.
Here’s how marketing and SDRs can work together to achieve wildly successful ABM campaigns:
It All Starts with a Service-Level Agreement (SLA)
When you use your SDRs to their fullest potential, they can provide an immense amount of support for your ABM campaigns. However, that’s only possible when you clearly outline everyone’s responsibilities. The first step in an ABM campaign should be the sales and marketing leaders working together to outline goals and responsibilities in an SLA.
Within this SLA, sales leaders should be intentional about allocating SDRs to specific activities. For example, the SLA might dictate that SDRs are responsible for developing 20 percent of the target account list. This would make sense, given that SDRs know their specific segment of the target market well. Detailing this in the SLA ensures that the marketing team uses those insights to build campaigns.
Involve SDRs in Campaign Development
As noted above, SDRs tend to have a lot of knowledge about ideal accounts. They’re often thinking about who is the best prospect and how they can reach that person; use that knowledge to develop your campaigns.
More than knowing the ideal accounts to target, they know the type of information that resonates best with a prospect because they know what type of messaging has resulted in responses in the past. They also know the type of questions prospects might ask and the type of content that would help in responding to those questions. It’s a valuable exercise to sit down with a handful of SDRs to ask them about their dream accounts and the messaging that would resonate best with those accounts.
Ultimately, marketing is responsible for campaign development and content creation. However, SDRs should be given the opportunity to share their thoughts and experiences because this can provide useful insights for marketing. Not only does this help marketing, but it also helps your SDRs feel involved in the process, which will encourage their support and involvement in the campaigns going …read more
Read more here:: B2CMarketingInsider