Can you answer these prompt questions?
- What is the big difference between your Marketing and Sales processes?
- How to differentiate Marketing and Sales on a daily basis but, at the same time, understand the integration points?
- What is the best way to reduce friction between teams?
My answer is simple:
Context and content, these two words define the difference!
Marketing is a scaling process, aimed at talking to a lot of people (excluding account-based marketing here, which is FULLY integrated into the sales process).
Sale is a unique process, where you talk specifically with each lead, generating value directly for him, especially in the consultative sales model.
It’s simple to differentiate then.
This Content x Context video is part of our Flipchart Friday project! Every Friday we will be releasing videos with tips on marketing and sales. Subscribe to our YouTube channel and follow. ????
Marketing is content. It produces content, whether it’s top, middle or bottom of the funnel, but it’s the lead who chooses and makes their own way.
Sales have context. The salesperson qualifies, questions, and understands the lead scenario, directing its content according to the context of the process.
Browse the content
- Content Marketing?
- the sales consultant
That’s why Content Marketing fits so well with the entire Inbound Marketing process. It is the foundation of how good marketing works, delivering quality content to your leads.
What the structure of the Inbound process does, unlike Classic Marketing, is to passively direct it to a predetermined context.
Whether through your responses in the forms or the content consumed, the nutrition flow emails are now directed to a more specific scenario than a generic one.
As it is not 100% effective, since all content, even if it is at the bottom of the funnel, has a direction aimed at reaching the maximum number of leads, it enters the sales process to generate real context.
the sales consultant
Yes, there is a limit to where you can deliver value for free, but lead education is necessary to ensure a sale is in line with your potential customer base success and to maintain a low (or zero or even negative) churn.
Every salesperson learns simple frameworks to contextualize all their speech according to the lead they are talking to, be it SPIN Selling, GPCTBAC&I, BANT… you can choose.
What matters is to understand the real scenario of the lead, the problems and implications, its objectives. That is context and then sale.
Today, with the Inbound process, part of the context that every salesperson achieves, and without any kind of friction, is driven by the content consumed by the lead.
Want a practical example?
Reev pulls data from RD and shows to SDR/Closer, more content for a more assertive approach!
By the responses to the forms (so far, Reev users, for example, receive the URL of a lead in RD Station, so they can consult the history of that contact and direct the conversation).
Makes sense, doesn’t it? But what about Outbound Marketing?
I know, it’s simple to think about it, but few professionals train teams based on this logic.
The concept of context vs content is the easiest I’ve found to explain the difference between marketing and sales.
By now, you already know the main difference between marketing and a sales process.
However, it is difficult to understand how to direct an Outbound Marketing process, after all, is it marketing or sales?
Should your SDR, responsible for prospecting, report to the Head of Marketing or Sales?
The point is that Predictable Revenue advocates an Outbound Marketing model focused on content only, where you generate little value in the initial moments. The referral model, for example, hasn’t worked well for years (here or in the US market).
Aaron Ross referral email template!
Aaron Ross’s idea was to simplify communication and achieve scale.
The problem is that there is a natural saturation. The more emails in the lead’s inbox, the greater your competition.
And with inbound email marketing, this scenario has turned into a red ocean.
Marketers changed their strategies. Today, most of the email marketing and nutrition flows are in the same line as cold emails.
The difficulty in differentiating an email marketing from a cold email, then, only worsens the Outbound Marketing focused on content.
So the context became king.
If you are based on the Basho model, for example, the results are much better.
And this is for a short time, because in a few months the entire market has adopted this type of strategy and it’s time to take a step forward or see the effectiveness of your process collapse.
Therefore, in Outbound Marketing, your Hunters/SDRs are usually part of Sales. Integration is straightforward, feedbacks are unified, common interest and similar techniques.
And contextualizing your emails is crucial.
Want an extra tip?
Stop relying only on your emails. If there’s a red ocean, you better get back to the good old cold call.
Just see how the European and American markets are doing this opposite movement and taking advantage of the saturation of cold emails and email marketing to prospect and sell over the phone.
Where to integrate then?
Some key points for you to be able to integrate your process:
- Take advantage of the context that marketing gets and direct your sales pitch when talking to a lead who has already downloaded materials and converted to landing pages;
- Target your content according to the problems identified by the sales team, present plausible and targeted solutions to those problems. That way it’s easier to generate value for your market;
- Understand that it is necessary to optimize content dissemination models in marketing. Therefore, define your personas well and unify their use for Marketing and Sales, so it is easier to direct content production and segment the issues according to each persona created.
- Part of the salesperson’s job is to help the Marketing team, through feedback, about the real context of the incoming leads. From this feedback, it is possible to understand what needs to be improved (where to disclose, content roadmap, improvements in nutrition flows, etc.).
- As a seller, use content produced by Marketing to generate value before or after a call. Written content generates more value and conveys a sense of greater authority, not to mention that it will or was possible to direct the content to the actual context of the lead in the call.
If you follow this path, it is easier to sell with quality and in quantity.
The natural friction that many Marketing and Sales teams experience is reduced by understanding that it is more difficult to have context feedback within the first process, each one understands their responsibilities.
And a standard SLA, where leads without the minimum qualifications are returned and don’t count towards the commercial goal solves 90% of the discussions since everyone’s focus becomes on solving problems and the final goal: increasing sales volume.