When it comes to enable the sales, there’s no one number that can measure the results of your efforts or tell you what projects to prioritize.
So what’s a data-driven sales marketer to do? How do you definitively prove you’re fostering a healthy relationship between Marketing and Sales? It’s harder to measure than most other types of marketing, but below are a few quantitative and qualitative ways to track your results.
Get your content online: you should be publicizing your sales content such as customer stories, product overviews, ROI studies, and anything on video. This will help you get better data about who is viewing your content and how much it’s influencing their decision to buy or not
Measure win/loss rate against: Looking at your win/loss rate will help you measure how well you are equipping your sales team when they’re up against the competition. You should drill in to this data by customer segment and sales team. Not only will this give you a performance metric, but it will also help you figure out where you should invest more energy.
Sit with the sales team: Sit with your sales team every single day –– your team’s desks should be next to theirs. You may organizationally sit with Marketing or Sales, but either way, you should physically sit with Sales.
Sitting with Sales helps you see what content they are sharing on their screens, hear what they are saying to prospects, and it makes you more accessible to answer questions and receive feedback.
Knowing what needs to be fixed: while most businesses rigorously measure and track key performance indicators, few apply the same approach to capabilities—and if they do, they typically look at individual rather than true institutional capabilities such as tools, methodologies, core processes, and systems. Companies should not only know their marketing and sales capabilities but also how they compare against their best-performing peers.
Targeting the capabilities that matter the most: Companies tend to invest in capabilities without thinking through which are likely to have the most impact or are most important to beat the competition. This is generally the result of a faulty understanding of existing capabilities and/or decisions driven by personalities rather than a set of facts everyone agrees on.
Watch and measure product demo: By sitting with your sales team, you’ll have some qualitative data about how they are demoing your product or service. Also ask reps to record demos so you get a broad understanding of how they’re selling your product. And you also may have an opportunity to gather quantitative data about those demos depending on what business you’re in.