Bridging the gap: How agile marketing fuels next-level sales enablement with RevOps
The age-old struggle for alignment between marketing and sales is a well-worn path. Marketing creates fantastic content and engaging campaigns but sales don’t use or support the initiatives. Sales feels relevant sales enablement resources are lacking, while marketing struggles to understand their needs. This disconnect hinders revenue growth; and this is the key point, we’re all in it together, and creates a frustrating experience for everyone involved.
The answer lies in a powerful combination: agile marketing, a robust sales enablement strategy, and the strategic integration of Revenue Operations (RevOps). RevOps takes a holistic approach, aligning sales, marketing, and customer success teams across the entire customer lifecycle.
Building the foundation: communication & alignment
It all starts with open communication and clear alignment. Here’s what you need to establish a solid foundation through RevOps:
Empowering your sales force: The sales enablement arsenal
Agile marketing allows you to adapt and create content that directly addresses sales needs. Here are some key weapons in your sales enablement arsenal:
Feedback loops: Continuous improvement for sales success
Don’t let content become a one-way street. Utilise feedback loops to gather insights and improve the effectiveness of your sales enablement efforts. Here are a few ways to do this:
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Personalisation & nurturing: Tailoring the buyer journey
For high-value accounts, go beyond generic content. Implement Account-Based Marketing (ABM) strategies:
Optimising personas & filling buyer journey gaps
Analyse your buyer journey to identify areas of underperformance in volume, velocity, and deal value. Here’s how to optimise:
Embrace experimentation: Start small and utilise an agile approach. Test different strategies and continuously iterate based on data and feedback. These article on experimentation in marketing and the experimentation framework offers valuable insights on building your experimentation strategy .
Tailoring the approach: Recognising team variations
Acknowledge that different teams may have varying needs in terms of content consumption and support:
Conduct surveys, focus groups, or interviews regularly and during any discovery phase for campaigns to understand your sales team’s maturity and capabilities. Collaborate with existing sales operations initiatives (e.g., regular sales force surveys) to gather valuable data. Streamline these processes and ensure insights are shared effectively with both marketing and sales teams.
An empowered and united team
By adopting an agile marketing approach, building a robust sales enablement strategy, and leveraging the power of RevOps, you can transform the relationship between your marketing and sales teams.
This fosters collaboration, empowers sales to close deals more effectively, and ultimately drives revenue growth. Remember, it’s not about creating content or campaigns in a silo; it’s about creating a collaborative and aligned approach where marketing, sales, customer success, product and other revenue generating teams work together in perfect harmony to achieve a common goal: exceptional customer experiences and sustainable business growth.
Need some help activating agile in your business, or support creating a business case for agile? Get in touch
Aligning sales and marketing has always been a challenge, but it's crucial for driving success. Great insights, Zoe, on fostering better collaboration and achieving common goals!