03 Aug When Stars Align: Why It’s Important for Sales and Marketing to Coordinate
As event marketing teams continually adapt to incorporate the newest technologies into their marketing plans, there is one tried-and-true strategy that cannot be overstated: the importance of aligning with their sales counterparts before, during, and after an event.
In today’s fast-paced and highly competitive business landscape, successful companies understand the immense value of seamless collaboration between their sales and marketing teams. These two critical pillars of any organization, when aligned effectively, can create a powerful synergy that drives attendance, increases customer engagement, and ultimately boosts the bottom line. We’re breaking down all the ways these teams can work together, as these moments provide excellent opportunities for synergy and mutual success.
BEFORE THE EVENT: LAYING THE FOUNDATION
Defining Common Objectives: Both sales and marketing teams must establish shared goals and objectives for the upcoming event. Whether it’s lead generation for sponsorship and exhibit sales, brand awareness, or driving new attendees, having a unified vision ensures that everyone is working toward the same endgame.
Collaborative Strategy Development: Sales and marketing teams must join forces to develop a cohesive event strategy. Marketing can provide valuable insights into target audiences and past event performance, while sales can share customer feedback and pain points. This collaboration enhances the effectiveness of promotional activities and ensures that the event’s messaging resonates with the intended audience.
Seamless Communication: Open and continuous communication between the sales and marketing teams is paramount. Regular meetings, shared documents, and open channels foster a transparent exchange of ideas and data, preventing potential misalignments and ensuring everyone stays on the same page.
Lead Nurturing: In the world of sales, not every prospect will be ready to make a purchase immediately. Some potential customers may show initial interest but then become unresponsive or hesitant to move forward with a buying decision. While it can be frustrating for sales teams, this is precisely where the importance of marketing to unresponsive prospects comes into play. Nurturing these leads through effective marketing strategies can lead to long-term success and turn seemingly disengaged prospects into valuable customers.
Leveraging Multiple Touchpoints: Not all prospects prefer the same communication channels. Some may respond better to email, while others might engage more with social media or webinars. By diversifying marketing efforts across multiple touchpoints, businesses increase their chances of connecting with unresponsive prospects in a way that resonates with them personally.
Real-time Data Sharing: Leading up to the event, both teams should share real-time data and insights. Marketing can update sales on the performance of different campaigns, while sales can provide feedback on the quality of leads generated. This data exchange empowers both sides to make data-driven decisions and adapt their strategies as needed.
DURING THE EVENT: MAXIMIZING IMPACT
Unified Brand Representation: Consistency in messaging and branding during the event is crucial. Both teams must align to deliver a seamless experience to attendees, reinforcing the company’s identity and values.
Lead Management and Nurturing: As prospects interact with the event, a well-coordinated effort between sales and marketing ensures that leads are appropriately captured, tracked, and nurtured. Timely follow-ups, personalized communication, and targeted content can significantly improve conversion rates.
AFTER THE EVENT: CONTINUING THE MOMENTUM
Post-Event Analysis: A joint evaluation of the event’s success is essential. Sales and marketing teams can identify what worked well and what could be improved for future events. This shared learning experience allows for continuous growth and refinement.
Lead Follow-up and Nurturing: The post-event phase is when sales truly take the reins. By promptly following up with leads and leveraging marketing’s nurturing efforts, the chances of converting prospects into customers increase substantially.
Feedback Loop: After the event, sales can provide valuable insights into customer interactions and objections. This information is invaluable for marketing, as it helps refine their messaging and promotional strategies for future events and campaigns.
THE REWARDS OF ALIGNMENT
When sales and marketing teams are in sync, several benefits arise.
Enhanced Efficiency: With clear objectives, streamlined communication, and collaborative efforts, both teams become more efficient in their respective roles.
Increased Lead Quality: Aligning sales and marketing efforts ensures that leads are more qualified and relevant, resulting in higher conversion rates and shorter sales cycles.
Improved Customer Experience: A consistent and cohesive brand experience during events leaves a lasting positive impression on prospects and customers alike.
Boosted ROI: An aligned approach optimizes resource allocation, resulting in a higher return on investment for event participation and promotional activities.
Fostering a Strong Company Culture: When teams work together toward common goals, it promotes a sense of camaraderie and unity within the organization.
The importance of aligning sales and marketing teams before, during, and after an event cannot be overstated. It is a powerful strategy that drives success, improves customer engagement, and leads to sustained business growth. By establishing shared objectives, maintaining open communication, and leveraging each team’s strengths, companies can unlock the true potential of their sales and marketing efforts and stay ahead in today’s competitive business landscape.
Melissa Ashley has been in the media and events business for over 25 years and is the co-founder of Intuitive Events US – a multiplatform events company. She is passionate about utilizing technology to drive business outcomes, but equally passionate about ensuring it augments human connection, not replaces it.