It amazes me how often I go into a company and there is always a battle that is unseen. From the outside, it looks like everything is a well oiled machine. Until I dive in deeper and quickly find out what is truly happening. And it isn't something out of the ordinary but rather very typical.
It's the Unseen battle between Sales, Marketing and Business Development.
Marketing has their year planned out already. Trade shows, user conferences, webinars, white papers, campaigns. And it's like the gun going off at a track meet, BAM! They are off and running, no looking back.
Sales - Make your numbers people. Go sell!
Business Development - Build that pipeline and just do what we say. Dial, Dial, Dial.
And the sad part is, this is very typical. Granted, it might not be this cold-hearted but all in all, it's very typical.
A deeper look and find that:
Here are some key areas to help address and make it a well oiled machine.
Have a BD rep hop on a prospect call with the sales rep. This will do a lot more than reading any case study. Hearing how the sales rep talks, works, and speaks about challenges & success, will increase leads in a huge way! Better quality for sure.
4. Send Business Development to Trade shows & Not Sales. Why? The truth is, unless sales brings a contract or is planning on signing deals AT the trade show rather than just networking, then keep sales out of trade shows.
1. For starters, a sales rep does not want to be at a trade show for 3 days. Nonetheless, standing in a booth waiting to talk to people. They much rather be out selling and making their numbers.
2. I know the typical mindset is to set appointments for sales reps AT trade shows BUT unless they are going to sign a contract AT the trade show there is no point in doing this. Because the prospective company is going to want another meeting ON SITE at their location anyway.
3. The perception of a sales rep at a trade show shows that a company is NOT making sales and needs to have their reps there to meet prospects. Having key people just waters down their value and looks desperate. BD reps can do this. Meet. Qualify. Gain contacts. Then they have more credibility with the prospects and set up a meeting with the sales rep, who is now truly valuable in the eyes of the prospect, since they were not at the show.
4. BD reps will learn more and gain more by being at a trade show. Now I do stress trade shows for BD reps only & not sales. But it is valuable for both BD reps & sales to be at a user conference. Having both BD and sales running around a user conference will increase the value you put on BD reps as Subject Matter Experts and increase prospecting, while sales can do the selling at the user conference. And when BD reps return to the phones after the show, watch how much more quality comes out of leads they generate now and how many more wins come out of it.
5. Everyone play nice. Sales, Marketing, Business Development all have goals. There is always pressure. It works a lot easier when everyone involved works together. No matter what is coming from the top.
Dan Marx is the Founder & CEO of Supply Chain Connection, the only lead generation/business development firm in the country that works solely in supply chain. Dan Marx has been a leader in the business development space with over 20yrs experience in supply chain and business development.
To learn more about this and other areas Supply Chain Connection can help with your company, contact Supply Chain Connection directly or go to www.supplychainconnection.com
Also watch for Dan Marx's book coming out in March 2017 and will be available on Amazon, "Best Practices of Business Development & Inside Sales" which covers this topic along with many other key areas.
Dan Marx is a leading expert in both supply chain & business development. Inspiring future leaders & entrepreneurs through life stories & experiences with workshops, events, thought leadership guests spots and more.