Last updated on 2024年7月17日

How do you align your sales execution pipeline with your marketing and product teams?

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Sales execution is the process of converting leads into customers by following a consistent and effective sales methodology. However, sales execution cannot happen in isolation. It requires close alignment with your marketing and product teams, who are responsible for generating demand, creating value propositions, and delivering solutions. In this article, you will learn how to align your sales execution pipeline with your marketing and product teams, and why this is crucial for your business success.

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Géssica Gabriela Carlesso

Coordenador comercial

1 Define your sales stages

The first step to align your sales execution pipeline with your marketing and product teams is to define your sales stages clearly and consistently. Sales stages are the milestones that indicate how far a lead has progressed in the buying journey, and what actions are required to move them to the next stage. For example, your sales stages could be: prospecting, qualification, discovery, presentation, negotiation, and closing. By defining your sales stages, you can communicate effectively with your marketing and product teams, and ensure that you have the right resources, content, and support for each stage.

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2 Align your sales goals with your marketing and product goals

The second step to align your sales execution pipeline with your marketing and product teams is to align your sales goals with your marketing and product goals. Sales goals are the targets that you set for your sales performance, such as revenue, quota, conversion rate, or customer satisfaction. Marketing and product goals are the objectives that you set for your marketing and product performance, such as leads, awareness, retention, or feedback. By aligning your sales goals with your marketing and product goals, you can ensure that you are working towards the same vision, and that you are measuring the same outcomes.

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Géssica Gabriela Carlesso

Coordenador comercial
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Nas empresas que utilizam Marketing de Performance, muitas vezes o time de Marketing e Vendas pode ter um desalinhamento. Isso porque o time de Marketing é responsável por gerar leads (de qualidade!) enquanto Vendas é responsável pela convers?o. E quando a meta n?o é batida… um time culpa o outro! Para evitar isso, é importante que o os times estejam alinhados e e trabalhem juntos pelo resultado - novos clientes. Independentemente da quantidade ou qualidade dos leads, o que importa é que o foco seja na solu??o e n?o em encontrar culpados para os resultados ruins.

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3 Establish regular communication and feedback loops

The third step to align your sales execution pipeline with your marketing and product teams is to establish regular communication and feedback loops. Communication and feedback are essential for keeping everyone on the same page, and for identifying and resolving any issues or gaps in the pipeline. For example, you can communicate and provide feedback to your marketing team on the quality and quantity of leads, the effectiveness of campaigns, and the alignment of messaging. You can communicate and provide feedback to your product team on the features and benefits of the solution, the customer needs and pain points, and the competitive landscape. You can use various tools and channels to communicate and provide feedback, such as meetings, reports, dashboards, or surveys.

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Géssica Gabriela Carlesso

Coordenador comercial
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Na minha experiência, a weekly (reuni?o semanal) foi muito assertiva. Toda semana trazíamos os números de Marketing e Vendas das campanhas para análise e confirmávamos as a??es da semana seguinte.

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4 Collaborate on sales enablement and product development

The fourth step to align your sales execution pipeline with your marketing and product teams is to collaborate on sales enablement and product development. Sales enablement is the process of providing your sales team with the skills, knowledge, and tools to sell effectively. Product development is the process of creating and improving your solution to meet customer needs and expectations. By collaborating on sales enablement and product development, you can leverage the expertise and insights of your marketing and product teams, and create a more compelling and differentiated value proposition for your prospects and customers.

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Géssica Gabriela Carlesso

Coordenador comercial
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Eu diria que além de manter-se conectado com os clientes, leads e equipes internas, também é importante para o vendedor conhecer possíveis parceiros. N?o falo sobre concorrentes (que vendem solu??es semelhantes ou para a mesma dor) mas empresas que vem para o mesmo público-alvo. Essas parcerias podem resultar em ótimas ideias de novos produtos e campanhas de marketing.

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5 Celebrate wins and learn from losses

The fifth step to align your sales execution pipeline with your marketing and product teams is to celebrate wins and learn from losses. Wins are the achievements that you accomplish as a result of your sales execution, such as closing a deal, exceeding a quota, or retaining a customer. Losses are the setbacks that you encounter as a result of your sales execution, such as losing a deal, missing a target, or churning a customer. By celebrating wins and learning from losses, you can foster a culture of recognition, accountability, and improvement among your sales, marketing, and product teams, and drive continuous growth and innovation for your business.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Géssica Gabriela Carlesso

Coordenador comercial
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Em uma das empresas que trabalhei , após cada viagem para clientes ou prospects, fazíamos uma apresenta??o para o time de Marketing e Produto. Isso ajudava a trazer novas ideias e perspectivas do mercado de forma muito rápida e assertiva.

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How do you align your sales execution pipeline with your marketing and product teams?

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1 Define your sales stages

2 Align your sales goals with your marketing and product goals

3 Establish regular communication and feedback loops

4 Collaborate on sales enablement and product development

5 Celebrate wins and learn from losses

6 Here’s what else to consider

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