Marketing vs. Sales vs. Smarketing

Blair Pettrey - Pettrey - Inbound Marketing BLair Pettrey - Inbound Blair

(AKA – Attract your clients, customers, and potential leads with marketing – and close them like a boss with sales and combined you’ve got smarketing!)

When I first began digital marketing years ago, perhaps I was one of the ‘rare lucky’ ones, or at least when it comes to most companies & businesses.

I came from the world where my marketing funnel went from Top of Funnel (TOFU), Middle of Funnel(MOFO), to Bottom of Funnel (BOFO). At which point if the potential lead was considered a true lead – and at the ‘BOFU’ they were passed on to the dedicated sales person. Otherwise, as a marketer, it was my job to continue to nurture and work with them through the process to make them become a ‘BOFU’ worthy lead.

In all actuality, my goal with every single lead I ever received, was to try to nurture them in an online way in every capacity possible before having to have a salesperson get them on the phone – so that I was not wasting my sales person time. My ultimate goal was to make it so that potential lead was so nurtured and aware of whatever product or service we or I provided was so worthwhile, at the point they talked to a salesperson, all the salesperson had to do was say ‘This is the pricing, and this is where you sign.’

Let’s be honest: most true marketers (especially online marketers) weren’t meant to be the salesperson. Marketers weren’t meant to be the closers (which is why we have sales staff!). I know for certain that is where I fall short in my own weaknesses, and thus that is why I focus solely on generating leads, qualifying them, and then nurturing them. AND THEN – gladly passing them off to my sales personnel, who knows how to do demos, who knows how to share pricing without ‘eeeking,’ who knows how to say ‘sign on the dotted line.’

Yet for many business owners, companies, and the like – when generating leads in the online world, it’s hard to know when to shift that ‘marketing qualified lead’ (MQL) to a ‘sales qualified lead’ (SQL), and how to give both credits. Even more so, it’s hard for many to grasp the concept that inbound marketing goes beyond just the initial lead generation.

Inbound marketing is absolutely about connecting, collecting, and generating leads. We as inbound marketers are drawing people and leads to whatever company and business through many avenues – paid, social, content, etc. However one of the biggest components that are often misunderstood by business owners is the fact that as inbound marketers, we continue to nurture leads. Whether it’s sending follow-up leads. Or it’s actually placing that phone call (which heck, I don’t like to do, but I often do just so I can know why a client may think not or share how we can be the best option!) It’s about continuing the conversation far past the point of a form fill out at day one.

Inbound Marketing is far past the point of filling out a form.

Sure, I’ve gotten a lead, WOOHOO! I can pass it on to my sales person and count it towards whatever my target goal may be. But are they converting? Are they becoming a sale? Are they becoming a client?

Are they becoming a client?

This is the most important question to ask and to have answered – and why it is so important that sales and marketing teams work together (aka smarketing). Because if perhaps a typically qualified “MQL” that turns into an “SQL” but then does not end up becoming a SALE – should you just drop the potential lead? Of course not!

However! This means that your sales team and marketing team must be hand in hand in communication and efforts. Perhaps the lead didn’t sell this time. Well, your sales team should tell your marketing team to continue their nurturing process so that perhaps next time, they do become a sale. That’s not just a win for marketing or sales, that’s a win for the business.

Marketing can’t help Sales without Sales helping Marketing!

The point of all of this is this: if marketing passes on a potential lead to sales – but is failed to learn about the follow-up connection – whether that person became a lead or not: why that person DIDN’T become a lead or not, etc. There’s a huge missed opportunity for all.

Marketing cannot continue to potentially nurture the nonqualified lead in the future, that could have become a SQL (sales qualified lead).
Marketing is missing opportunities on potential content, conversations, and failed to potential examples of clients as case studies – all of which reinforces the circle of the success of sales and marketing working together.

In Conclusion

The point that I am trying to make – and any marketer and salesperson together should ever make, is that there needs to be a ‘smarter’ approach. A written, defined, understood way to what happens to each lead that comes through the funnel. No marketing funnel stops at the top – no matter what, just like no sales funnel ends at the bottom.

Sales and marketing must be a collaborative force, that works together, to better achieve not just their own goals – but the goals of the businesses they represent.

Happy Smarketing!

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An Open Letter to All Gurus, Mavens, Rock Stars, and Ninjas of Social Media

Hey everyone,

 

First of all, I need you all to know that these thoughts are coming from a place of love, camaraderie, and friendship, and not of mean-spiritedness on my part.

Having said that…how mad or disappointed would you be in a friend/family member if they never told you that your breath was bad? Or on a smaller scale, how annoyed do you get when those same people who claim to love and care about you don’t tell you when your fly is open, or that there’s a piece of food on your face?

 

Friends, followers, and connections…I’m one of those people that cares about you. And I’m here to let you know that some of you have spinach caught between your teeth.

 

To all the gurus, mavens, ninjas, and rock stars, you’ve got to STOP referring to yourselves in those ways. You’re devaluing your industry and the actual work that you (and the rest of us) are doing.

 

Credibility is not borne out of job descriptions like these. In fact, look at each one and do a quick word association…let’s see what comes to mind:

 

Ninja
Certain death, stealth (which is kind of of the opposite of what we do, isn’t it?)

 

Rock Star
Vincent Orleck Rock Star Blair Pettrey
Guru
guru

 

Maven
???

 

Professionals from other industries don’t do this. You don’t see people brand themselves as “Financial Ninja, Warren Buffett” or “Presidential Guru, Barack Obama”…so why do WE belittle ourselves like that?

 

As a result, these silly, inaccurate terms have also become the default go-to’s for people who don’t do what we do. Many times when people ask me about my profession and I tell them I’m in the social media marketing field, they automatically respond with some reference to me being a “guru” or “expert”.

 

My belief is that there are a select few TRUE experts in our industry. I could rattle off a list of names (I’m looking at you Jay Baer, Mike Stelzner, Marcus Sheridan, and Tyler Anderson), but really those of us who keep up with the business know exactly who they are.

I really appreciate the amount of work that my fellow social media marketers put into the craft. My goal is to make sure that we all are given the respect and credibility that is deserved as true social media marketing…

 

…professionals.

 

Vincent Orleck is the Social Media Manager for Plexus Worldwide Inc. in Scottsdale, AZ.
 
Linkedin: Vincent Orleck
Twitter: @Vin_Orleck
Facebook: Vincent Orleck