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3 simple steps to make Sales and Digital Marketing teams work better

Digital Marketing and Sales teams

Sales and Digital Marketing teams struggle to work together for many reasons, but businesses cannot afford to let this continue.

If you can’t convert your digital platform visitors to business sales directly, try thinking in micro-conversions. Micro-conversions ‘forces’ your sales and digital marketing teams to really work together to deliver on your business objectives.

What is a micro-conversion worth to your business? E.g.

– Collecting leads (name, email, phone number)
– Get prospects to open a free or trial account
– Join your WhatsApp or Telegram Group
– Download a free guide

Knowing the worth of a micro-conversion will help you priorities the actions you optimise for and define how your sales and digital marketing teams work together.

Over 95% of visitors will leave your platform without buying (according to Wordstream), and it’s not because they are not interested.

‘Do’ is the sale, but most customers need multiple touch points, guidance, nurturing, and a lot of help to decide.

Develop a clear(er) sales process, add it to your digital marketing efforts to increase your conversions.

I got a question on LinkedIn about this content and I think you might benefit from the response as well.

Thanks a lot for this Ibukun Onitiju. Please share more knowledge on how to integrate a clearer sales process into the digital marketing efforts. Because sometimes for me, it is easy to get stuck at generating the leads. Once I curate the qualified leads, I hand it over the sales team to further the process and I move on to the next project. What would be your end-to-end recommendation for #digitalsales?

Here’s my response

1.) Transparent Process

Digital Marketing (DM) Teams must be transparent about lead generation activities, and onboard the sales team.

Some questions for the digital marketing teams to answer for the sales team are ‘how did the lead get here, what has the lead seen or engaged with, and how should Sales follow up?’

A quick example is if the lead has seen testimonials, the salesperson can pick up the conversation from there.

“Do you like Joe’s experience? His company is in a similar industry and he got results using our software”.

The journey should be seamless between teams.

2.) Take Feedback and Optimise 

Digital Marketing team should proactively get feedback from the sales team in their interaction with the leads to confirm if they are getting success or if they are finding it difficult to close. Both teams can optimise the process together.

3.) Show interest in the ‘final’ results

Getting a lead is not enough, conversions that drive business growth and profitability are critical. By showing interests in the ‘final’ result, it is easier to work with the available data and make informed decisions about which digital marketing activities are truly working.

If you’d like to go deeper, you can check out these 2 resources:

1.) The free Email Marketing Training, I covered:

 4 Types of email to send (this will help with your email mix)
– 5 Hidden tricks you can use to unlock more ROI
– Should I buy an email list? I shared the things you need to consider and the steps you MUST take plus many more.

2.) Enroll in the B2B Sales Skills Course that shows how I onboard the Digital Sales teams I work with, and how you can start excelling in a Digital Sales Career.

Join the conversation, leave a comment.

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