Can The Sales & Marketing Blend Bag Victory at Social Selling?

Posted on July 5, 2016 No comments yet

If you have been thinking that Sales and Marketing are totally two alien entities, the time now demands that you rethink. The relationship between the two is fundamentally changing as buyers are changing. Thanks to the digitally driven, socially connected and mobile empowered modern buyers.The lines between sales and marketing are merging and the roles are blending.

Well, every business leader would agree that measuring the effectiveness of your sales and marketing efforts is no silly joke. So many things come into play like current market practices, trends and most importantly, how to constantly align marketing and sales to sustain business. That begins with the two entities knowing about each other and –knowing about their customers.

Let’s get into the details now:

What Is Social Selling?


What Is Social Selling

First things first. So, for those who are new to this term, the definition goes like this: “Social selling is when sales people use social media to interact directly with their prospects. Sales people will provide value by answering prospect questions and offering thoughtful content until the prospect is ready to buy.” In other words, as Wikipedia says, it is the process of developing relationships as part of the sales process. These days social networks such as LinkedIn, Twitter, Facebook, and Pinterest are reigning, but can take place either online or offline.

Marketing’s Role In Social Selling

02_Marketing Role In Social Selling

Your marketing team has a very major role when it comes to social selling. In fact, we can safely put this in one single phrase – Sales enablement through content.

“Oh wait! Why my marketing team should be involved? Isn’t it social ‘selling’?” Yeah, we heard you! Here’s why:

  • They know your buyers like the back of their hands
  • They can communicate best practices on social media
  • They know which content is right for whom

Sales’ Role In Social Selling

Sales Role In Social Selling

In the past few years, the number of deals closed by sales people through social selling has been on the rise. Yet, there are many who need a head start:

  • Researching social media for vital buyer information
  • Networking constantly and keeping pace with changing buying behavior
  • Engaging with customers and building credibility
  • Sharing tailored content – taking sales to next level
  • Learning from feedback and follow-up with a better value proposition

Bridging The Sales–Marketing Gap

Bridging The Sales Marketing Gap

Now that we saw their specific roles, you might have noticed that few things overlap – that is, neither of them can succeed without the other. So, here’s the question – Are your sales and marketing teams together? If you’re going to utter a NO, well, join the club of many other management heads out there who are struggling to find a way to bridge the gap. We know you won’t disagree that it’s totally bad for business and it’s got to stop. Surveys and studies reveal that when sales and marketing work together, companies see a substantial improvement on major performance metrics like brand awareness, customer engagement, project closure time, etc.

So what needs to be done from the management side to gel the two?

  • Regular meetings between sales and marketing teams
  • Collaborating both teams with updated marketing collaterals
  • Understand their pain areas and find a solution
  • Automate sales and marketing process
  • Create working standards and constantly improve

Well, you have come this far reading this blog and that indicates you are inclined towards garnering the power of social selling with the help of two indispensable assets – Sales and Marketing.

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