December 20, 2018
As we get going in 2019, you’re likely evaluating your team’s successes over the past year. Hopefully, you can point directly to ways in which marketing helped to grow revenue for your company. Are you ready to ramp up those efforts over the next 12 months?
Here are our top three tips for helping to drive revenue — and prove your value to the organization — in 2019.
Focus: Talk About Customers’ Pain
Because marketing’s main goal is to help sales drive revenue, you must start with a conversation between the two. The topic? Ideally, it will be your customers: their needs, their pains, and how your solution can help them achieve their business goals. If we can focus our collaboration on customers and their goals, Marketing can better tailor content and messaging to support the sales process.
Alignment: Schedule More Meetings (No, Really)
Next up: Regular account reviews. Yes, everyone hates a meeting, but they’re absolutely vital in this case. Especially if you’re running an account-based marketing (ABM) program
Set up weekly (or at least biweekly) planning reviews to coordinate optimal engagement efforts as part of your ABM strategy. During these meetings, you’ll want to review the current status of your ABM efforts and plan next steps for creating deep engagement with target accounts.
Outreach: Raise Your Visibility
Everyone on your team wants to be viewed as a valuable resource. With budgets continually tightening, marketing needs to do a little self-promotion. Track and communicate Key Performance Indicators (KPIs) in a weekly or monthly activity report. Distribute the report to Sales (and potentially senior management) to elevate marketing’s visibility across the organization and position the team as a valuable partner to sales.
Show Your True Value
Marketing has always been the unifying force that brings sales and customers together. As organizations increasingly require marketing to document their contributions to revenue, forming more productive collaborative relationships with Sales is essential for the success of both teams.
Use these tips to create a strong sales enablement strategy, and in the coming year, you’ll see that alignment bear fruit as you meet or exceed your revenue targets.
This blog is an excerpt, presented as part of the 2019 Jump-Start series from BMA Colorado Gold Partner, Refactored. For an expanded view of these tips and links to helpful resources, read the full post on the Refactored blog.