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Unlock the Potential of Your Sales & Marketing: Why Sales & Marketing Should Be Friends Workshop


In today’s dynamic business landscape, successful enterprises recognise that sales and marketing should be allies, not adversaries. The benefits of this collaborative partnership are substantial, and the “Sales & Marketing Should Be Friends” workshop is your key to unlocking them.
Sales Topics that will be covered:
  1. Better Leads, Stronger Conversions: Your sales team possesses a treasure trove of customer insights. By sharing this valuable knowledge with the marketing team, we can tailor our strategies to generate higher-quality leads. Marketing can then produce content that resonates with your audience, resulting in more conversions. When sales and marketing unite, lead quality and sales performance soar.
  2. Tailored Sales Materials: Sales heavily rely on marketing materials. Instead of guessing what customers need, your sales team can communicate their precise requirements. Marketing will respond by crafting professional support materials that empower your sales team to close deals with confidence.
  3. Staying Ahead of the Curve: Market analysis is pivotal to staying competitive. When sales and marketing collaborate, insights from marketing can seamlessly inform sales, ensuring they approach each customer with an edge, armed with the latest competitor intelligence.
  4. Improved Feedback and Goal Achievement: Collaboration enhances communication and feedback between teams. This synergy propels both teams towards shared goals with strategic planning, adjustments when necessary, and innovative problem-solving.
  5. Revenue Enhancement: Separated sales and marketing can cost you. Our research shows that businesses with aligned teams close 30% more deals and generate 208% higher revenue. It’s a direct path to business growth.
  6. Understanding Your Customer: Sales teams have unique, first-hand insights into customer challenges and needs. Marketing can leverage this knowledge to craft targeted strategies that address specific customer pain points and highlight your solutions. The result? More leads generated through marketing efforts.
  7. Nurturing Cold Leads: While sales teams often prioritise the low-hanging fruit, cold leads need attention too. A specialised prospect nurturing campaign, guided by marketing, ensures these leads don’t slip through the cracks. More conversions, less competition.
  8. Effective Feedback Loops: Sales teams are on the front lines and can provide crucial insights into how marketing messages resonate with prospects. Timely feedback helps marketers refine their strategies and content. A well-received marketing effort warms leads and primes them for successful sales interactions.
Marketing topics that will be covered:
  1. Building Connections – To foster a harmonious relationship between sales and marketing, it’s vital for both teams to comprehend each other’s roles and daily activities. Common stereotypes and working in silos can breed misconceptions. Regular shadowing programs offer a solution, enabling teams to gain insight into each other’s methods, customer perspectives, and to build better relationships. Multidisciplinary team meetings are equally important, where KPIs are set, knowledge is shared, and resources are allocated effectively.
  2. Definitions, Targets, Incentives – Sales and marketing often have divergent definitions of what constitutes a lead, given their distinct one-to-one and one-to-many models. To bridge this gap, a dual lead structure, comprising Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL), can be adopted. This ensures that leads meet predefined criteria before being handed over to the sales team. Collaboratively, sales and marketing teams should agree on the best opportunities, guided by data analysis tools like Ubersuggest.
  3. Persona Development & Data Acquisition – To avoid the emergence of conflicting customer profiles, persona development should be a shared task between sales and marketing. High-quality buyer personas should be grounded in research rather than assumptions. Sales teams, being at the frontlines, can provide valuable insights into customer objections and pain points. Data acquisition planning benefits from this unified approach, enabling marketers to research data vendors more effectively, ultimately leading to more relevant leads.
  4. The Right Tools for the Job – Integration – Sales and marketing typically operate from separate datasets, leading to issues like outdated records and compliance problems. Siloed platforms hinder collaboration and erode customer experiences. Unifying CRM and marketing automation platforms, even with low-code or open-source middleware, can streamline data sharing, reduce complexity, and enhance transparency. For businesses, systems integration is a win-win, eliminating duplication and improving visibility.
  5. Tools for Collaboration and Task Allocation – Effective communication and streamlined task management are essential for the success of sales and marketing teams. Asana, ClickUp, and Notion are powerful tools that can significantly improve collaboration, task assignment, content sharing, and overall productivity. Here’s how each platform can benefit sales and marketing teams:
  • Asana: Offers task management, collaboration, and project planning features, ensuring teams stay organised and informed.
  • ClickUp: Provides customisable workspaces, task prioritisation, document sharing, brainstorming, and a versatile platform for tailored sales and marketing needs.
  • Notion: Known for its flexibility, it’s great for creating content repositories, task databases, meeting notes, and goal tracking, making it ideal for knowledge management.
With these tools, teams can better assign tasks, brainstorm ideas, share materials, and provide feedback, leading to improved efficiency and successful campaigns. All three platforms offer free and trial versions, allowing organisations to find the best fit for their specific requirements.
In summary, prioritising alignment between sales and marketing teams is a recipe for success. Collaboration unleashes the full potential of both teams, resulting in a synergy where the whole is greater than the sum of its parts. Outdated competition between departments can be replaced with a new era of cooperation, focusing on winning business and delivering value to customers.
Join us for the “Sales & Marketing Should Be Friends” workshop, where you’ll gain in-depth insights into building a powerful collaboration between your sales and marketing teams. As part of the workshop, enjoy refreshments and a one-to-one consultation with Andrew or Lynne afterwards to address any questions or receive further assistance. Don’t miss this opportunity to boost your business’s potential through aligned sales and marketing efforts.

Meet the Tutors

Lynne Bloomfield

Lynne is a highly experienced professional with a diverse skill set and a wealth of experience in the fields of training, assessment, quality assurance, sales marketing and management. Lynne is skilled in delivering training programs in various areas, including Level 3 Education and Training, Assessors, and Sales and Marketing. Lynne takes on the role of Internal Quality Assurer (IQA), ensuring that training and assessment processes meet high-quality standards.

Lynne has extensive experience in working with accreditation and awarding bodies. She is involved in designing, testing, registering new qualifications, and piloting their delivery. Lynne has responsibility for ensuring quality control and compliance with regulatory standards. This role is crucial for maintaining the integrity of training and assessment processes.

Lynne has over 30 years of commercial experience, having worked with various blue-chip companies. This experience provides her with valuable insights into industry best practices.

Lynne is talented in marketing, promotion, and public relations (PR). She manages several company websites and handles social media marketing, which is essential for promoting training programs and services.

Andrew Carleton

Andrew Carleton is the Co-Founder of Claymore Digital, a digital agency specialising in web design and SEO services. With over 20 years of experience, Andrew has played a pivotal role in guiding and mentoring over 500 businesses in their digital journey.

Andrew's passion for helping businesses succeed in the digital landscape has been a driving force behind Claymore Digital's mission. His expertise in web design and SEO has empowered countless companies to establish a robust online presence, enhance their visibility, and reach their target audiences effectively.

Andrew ensures that the complexities of the digital world are made accessible and actionable for all businesses. His mentoring approach is characterised by a genuine desire to see businesses thrive in the ever-evolving digital realm.

As a Co-Founder and mentor at Claymore Digital, Andrew Carleton continues to be a trusted guide for businesses looking to navigate the digital landscape, optimise their online strategies, and achieve lasting success.

Sales & Marketing Workshop

24th October 9.30am – 1.30pm