A strong marketing and sales alliance is vital to the success of a business. But these alliances don’t happen overnight. They’re built by communication and collaboration between the two departments as well as a dependence on one another. If sales can depend on marketing to drive qualified leads and produce content that propels the sale, and marketing can depend on sales to provide valuable feedback that influences content, then the alignment becomes organic.
However, the process of providing and gathering feedback isn’t always easy. Without an established feedback method in place, it’s difficult to know what content is working and what isn’t.
To evaluate the effectiveness of content, marketing often relies on feedback from surveys, which rarely goes over well. On-the-go salespeople are jumping from meeting to meeting while marketers are busy trying to generate demand for their products. Providing feedback takes away from selling time so it tends to be sparse. Plus, the subjective feedback from surveys doesn’t easily translate into actionable insights for marketing. Still, it’s critical that marketing understands the reality salespeople actually face. At the same time, salespeople need to clearly communicate their needs to marketing.
Sales and Marketing Alignment through Reporting and Analytics
Tracking and analyzing data around content usage is a surefire way to understand its effectiveness and value. These metrics act as a feedback system between marketing and sales, while eliminating the burden and subjectivity of surveys.
Being able to quickly and easily determine things like, ‘what content are my best reps using?’ or ‘has this bit of information been hitting home?’ is invaluable to both departments.
For marketing, the advantages center on having information at their fingertips so they can proactively respond to the needs of sales. For sales, it brings a new level of visibility into the team’s performance, which helps management make strategic decisions to enhance effectiveness. Together, both teams are empowered with intelligence to help them drive business ahead.
Leverage the Most Successful Content from a Mobile App, No Survey Needed
Want immediate answers to questions like:
- Which individuals or groups are using what?
- Which pieces of content are used the most in closed deals?
- What are the common trends between successful reps and less successful ones?
Mediafly answers all of these questions, out of the box, with our detailed reporting and analytic capabilities. Our clients use this information to inform many different aspects of the feedback loop while significantly reducing the time it takes to gather this kind of data.
How does your organization gauge the effectiveness of its sales content?
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