The ability to establish and maintain strong relationships with buyers has always been essential for a successful sales career, and this certainly hasn’t changed in the social selling era. But now that B2B buyers escort themselves through roughly two-thirds of the buying cycle, the onus is on sellers to prove they are a valuable addition to the decision-making process.
Although both aim to drive revenue, sales and marketing have traditionally been viewed as two separate functions within a company. Sales focuses on building and maintaining individual relationships, while marketing facilitates seller-buyer relationships by generating leads, or by creating a brand halo that makes relationship-building easier for sales reps.
The importance of aligning sales and marketing
Today, many of the most effective sellers are aided by a marketing department that helps them promote expertise via content, and many of the most effective marketing departments are aided by a feedback loop that allows them to create content that engages prospects and customers. This is why companies must ask, “what is social selling?” not just from perspective of the sales team, but from the company as a whole.
According to IDC, the inability of companies to get their sales and marketing teams on the same page in terms of the processes and technologies costs B2B companies 10% or more of their revenue per year. Establishing clear communication and collaboration between sales and marketing will ensure consistent messaging to the public throughout the company, eliminating this significant drain on company revenue.
What B2B buyers need from salespeople: trusted advisors
It’s no longer enough for sales reps to promote the company’s products person-to-person. Since buyers control more of the sales funnel, sales reps must evolve to the role of trusted advisor to gain access. It is increasingly important for reps to establish themselves as thought leaders with a public persona that works not only in their favor, but in their company’s favor as well. Creating or sharing expert content (while adding relevant insights) allows sales to promote their understanding and expertise. And it works, with 92% of buyers willing to engage with reps who are known industry thought leaders.
How sharing content and insights will help salespeople do their job better and establish trust
The sales and marketing teams must work together to present a public image that engages would-be buyers, as both are now responsible for establishing and maintaining relationships with clients. When collaboration among sales and marketing teams increases, so too does the bottom line.
The following infographic provides additional tips and takeaways that will help your sales and marketing teams drive results through tighter collaboration.
Learn more about the process of turning social selling into a team effort by downloading our eBook, How to Move Your Team to Social Selling.
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