Here's how you can boost revenue growth by effectively collaborating with sales teams as a product marketer.

To boost revenue growth by effectively collaborating with sales teams as a product marketer. - Alignment: Ensure product messaging and sales strategies are aligned. - Communication: Foster open communication channels between product and sales teams. - Training: Provide sales teams with comprehensive product training and resources. - Feedback Loop: Establish a feedback loop to gather insights from sales teams. - Market Insights: Share market trends and customer feedback to inform product development. - Collaborative Tools: Utilize tools for seamless collaboration and information sharing. - Metrics: Track key performance indicators (KPIs) to measure success and optimize strategies.

In my experience, the relationship with sales is a Give x 2-and-Take ie.. give first, give more, become valuable, then it will be easier to obtain buy-in for your initiative. You are valuable when you help make quota. Remember sales has only one Northstar - making quota. Start by listening. Reach out to the top performers and the ones who haven't closed quota in the last quarter. How are they topping their pipeline, how are they progressing deals, how are they managing buying committees? Come to these conversations with some data about the buyer, the sales cycle, AVG deal size, pipeline conversion %. You'll quickly build the rapport that will set you up as a partner to sales.

Here's how we crush revenue goals: 5. Speak the Same Language: Regular joint training sessions ensure both teams understand product features, customer needs, and messaging. 4. Content is King: Equip sales with compelling battle cards, case studies, and product demos—data-driven insights fuel winning conversations. 3. Customer Focus is Our Compass: Joint customer visits & feedback analysis sessions help us tailor messaging to resonate with specific buyer personas. 2. Transparency is Golden: Regular sales briefings & pipeline reviews keep everyone informed and aligned. No surprises, just results. 1. Celebrate Wins (Big & Small): Recognition motivates! We acknowledge both individual & team achievements to keep the momentum going.

To truly collaborate with sales, it's important to think like a salesperson and understand their perspective. This means getting into their head and understanding their challenges and what they need to be successful in selling your product. By doing so, you can provide them with the right messaging and resources to address their pain points and close deals. In addition to collaborating on individual deals, it's also important to gather feedback from the sales team to inform messaging and roadmap decisions. This can be done through regular check-ins and meetings, as well as using tools like Gong to record and analyze sales calls for insights.

As a product marketer, it is important to understand the sales objectives and develop shared visions/goals with the sales team. e.g. revenue targets, net growth, no. of customer onboarding, client retention rates, and overall sales team performance & company's goal as a whole. To ensure both parties are working towards the same objective, it is suggested to communicate regularly by sharing insights about the market/industry trends, clients' wants/needs & feedback, conduct competitors' analysis, exchange views/opinions via weekly meetings or other communication channels. Not only this will help the team to stay informed, but also better understand the goals, business prospects, refine strategies & tailor approach when deemed necessary.

Regularly exchange data and insights about customer behavior, preferences, and feedback. Use CRM systems to facilitate this information flow.

Unleash the power of shared insights! As a product marketer, you're sitting on a goldmine of market data and customer feedback. Regularly share these nuggets with the sales team, transforming data into actionable intelligence. Equip them with the latest trends, competitor moves, and customer pain points. This knowledge arms your salesforce with the ammunition they need to tailor their pitches, anticipate objections, and close deals with finesse.

Sharing insights between product marketing and sales is expected. Shared resources, a unified pipeline, clean CRM data and live reporting are all expected. Aligned messaging is being adopted here and there. Self-reported attribution is becoming a standard practice. Beyond all the fancy dashboards and marketing buzzwords, the most valuable single resource for boosting growth is a simple intent signal list. Containing signals of interest and intent, it show who likes, shares, and comments on paid or organic content and is accessible 24/7. Waiting for the weekly sales/marketing meeting to share insights is too late. Honestly, we as product marketeers should also act as micro sales managers. Stay close to the SDRs.

If you work at a big company, guaranteed some of your sales people do great and some don’t. If you can bottle up what makes the great ones great when it comes to selling your product and programmatically teach your other sales reps that information, you’re winning. When I was at Microsoft on the windows client team, I went “Out in the field” to spend a few days with some of our best reps. They taught me why customers are buying and why they’re not, how they got customers across the dotted line, what were the big objections and how they handled them. And then I went back to my Redmond ivory tower and bottled up their great wisdom to train and deliver that information broadly across our sales teams. To Great Effect :-)

Empower your sales team like never before. Develop killer sales enablement tools—slick presentations, compelling case studies, and tailored product demos. Conduct training sessions to ensure they grasp every product nuance and unique selling point. By turning them into product experts, you boost their confidence and effectiveness in the field, driving sales performance through the roof.

Seamless coordination is key. Foster a culture of continuous collaboration with regular check-ins and strategy sessions. Utilize project management tools to keep everyone on the same page, ensuring marketing campaigns and sales initiatives are perfectly timed and complementary. This synchronized approach maximizes impact, ensuring every marketing move amplifies sales efforts and vice versa.

The SLA (service level agreement) is essential for outlining and collaborating on campaigns. By collaborating on goals, interactions, and outcomes, you are positioned as a team with the right assets and messages for the customer journey. Working as a marketer is much more effective and enjoyable when everyone is working together on a common goal.

Stay on top of your game by meticulously measuring success. Track key performance indicators such as lead conversion rates, sales cycle length, and revenue growth. Use analytics to gauge the effectiveness of your collaborative efforts. Celebrate wins, identify areas for improvement, and share these insights across teams. This data-driven approach ensures you're always steering towards success.

Sales and marketing conflict due to differing mindsets and siloed operations, leading to complaints about lead quality, comm gaps, and lack of mutual understanding. Also, performance is judged differently Immediate for sales Long-term for marketing I implemented continuous alignment through shared goals, regular "smarketing meetings". Key points included problem-solving, psychological safety, and a SLA to set clear responsibilities and goals. Regular bi-weekly meetings focused on solving the problems on the table , while monthly meetings celebrated achievements and reviewed metrics. Ultimately, success meant productive meetings and equal accountability for marketing and sales, intending to put marketing on a revenue quota as well

Adjust strategies by analyzing performance data with dashboards & key parameters (revenue growth, # of new clients etc.) that may require adjustments. Additionally, fostering a culture of continuous improvement with training & development sessions/workshops, a product marketer and sales team will be encouraged to refine their approaches based on their new learnings, insights and feedback. By establishing a strong collaboration and maintaining a focus on shared objectives, product marketers and sales teams can drive revenue growth more effectively and efficiently. In this way, both teams will be aligned with changing market conditions and goals as they will be equipped to support each other to achieve business goals!

Get out and see customers with sales. Lots of sales teams don't trust someone who hasn't carried a bag to customers every day. The only way to deeply understand customer needs, and make sure your communication is correct, is face to face with customers. Face to face doing sales training helps too.

“I didn’t have enough time to write a shorter letter.” This is 100X true when it comes to sales training and job aids. At Dell computer and Microsoft I quickly learned from training hundreds of sales reps on my products, that sales reps generally, don’t need more data, they need less…but the really good stuff. Like one side of one sheet of paper that explains who buys your thing, why they buy it, what their core objections are, how to overcome them, how to identify those clients, and 2-3 key questions to unlock the conversation. That’s the stuff they want. What they hate is when you taking your long careless, kitchen sink product document and shrink it down to nine font so you can squeeze it onto fewer pages.