Revenue Teams - Anyone else tackling this model?
I'm wondering if anyone else is embracing this model in your organization?
As our first and only marketing employee, I already "live" in the sales department. I participate in all of our weekly sales meetings and activities, and my goals are directly tied to sales goals.
I've been adamant that while we need more marketing manpower, we should not create a separate marketing department. Instead, I'd like to see our current Sales Team Plus One Marketer grow into a Revenue Team with a more balanced representation of both sales and marketing professionals.
I've already adopted a lot of the reporting tactics Liz mentioned in the article, like weekly updates of content published and in the pipeline (I include examples of how to use them in the sales process, as well as a description of the type of person/sale/objection/etc. to which they apply).
I'm struggling with getting the sales reps to embrace assignment selling in practice. They all say the content we produce is useful to their clients/prospects, but they're pretty much relying on our email marketing efforts to get content in front of clients and prospects.
I get it, our sales reps have developed their individual sales styles for years, and they work. So there is resistance to adding a new element to the process. I like Liz's suggestion of meeting with each one of them once/quarter. I work with them all regularly, but don't spend much (any) one-on-one time talking about how they are individually using (or not using) content in the sales process. Aside from giving them a goal for the number of pieces of content shared each week or month, does anyone have any other creative suggestions for holding sales reps accountable to the assignment selling process?
Also - Is anyone else bridging the gap between sales and marketing by building a Revenue Team? How's it going?
I think the key is to work with just a few of your salespeople to really hone in on how they could envision using your OneNote resource. Ask them a couple of questions and just listen in:
- How do you envision using this resource as part of your daily sales work?
- Are there any challenges with how it's set up currently?
- Which pieces do you find yourself grabbing on a daily basis?
We use a google spreadsheet with different tabs and sections that the team can scan and grab relevant content from. The jury is still out on how helpful it is. I plan on asking questions like the ones I shared above to listen and learn how I can better help the team access the most relevant content to their conversations.
Brandon Ruffner Wow, I absolutely love your idea! I'm the Marketing Manager at our swimming pool construction company and I'm definitely passing your post over to my Content Manager. We've been working on organization and prioritization in order to improve the efficiency of our content strategy and would love to collaborate with like-minded folks like you. My email is firstname.lastname@example.org, feel free to shoot me a message and we can set something up! 😁
Hey Chris Greene , long time no see! Check out this course from Liz, then head to the resources section, there are a number of job description templates, resources, etc that should help!
Connor DeLaney Gosh this is such a great conversation. In Zoe's case, our brand is still relatively new, so we really want to position ourselves as a helpful guide. We see offering free, targeted resources — in addition to our blogs — as a great way to cultivate that relationship and be seen as a trusted resource.That said, we're just getting more downloadable PDFs off the ground — and, of course, LOTS of other marketing companies are already doing this, so we have some heavy competition! Time and testing will tell how successful we are. Since we're heavily focused on the education approach, though, that makes it a good match for us.
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Sam Roettgen Excellent, feel free to reach out with anything else you need in another post 🥳 We have many members that benefit from questions that are asked 🙌🏻. We appreciate you! 🙏🏻
I've been sending a weekly update every Monday to the team with all content published and a blurb about each piece. In that update I include a video where I either explain something a bit more in-depth or talk about the collaboration of different team members that helped make the piece come to fruition.
I think it's important that we as marketers try to point to others in the Revenue Team who are actively helping produce content or share their expertise to get content created. I'm trying to focus on working with just one or two people and get a good rhythm down to show how it can work well. Trying to not get caught in the trap of thinking everyone needs to be on the same level right away.
Other than that, I don't have much advice to share at this point since it seems we're at about the same stage 😵