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Attracting the ideal audience requires the development of a solid and attractive Inbound Marketing strategy like a diamond. If you have great content that hooks your website visitors and makes them want to learn more about your brand, you’re doing it right.

When a user adopts a conversion action, that is, downloads one of your e-books or registers to receive news, they stop being a simple visitor and become a potential customer or lead.

What happens next? Your marketing and sales teams will be responsible for carrying out a Lead Nurturing campaign, and you must be very careful there, because your efforts could fall apart if you do not have a clearly defined business strategy. (Read: 79% of businesses do not convert their prospects into sales, why?).

Added to this, you may find yourself in the awkward situation where your marketing and sales teams act like enemies and blame each other for not knowing exactly what customers want, so they can modify communication. The step you need to worry about solving, then, is how to get your marketing and sales teams to collaborate with each other so that your company’s revenue is not affected.

Discover sales enablement

Better known in the marketing world as sales enablement, it refers to all the processes, practices, technologies and tools that improve the performance and productivity of your sales team, all with the purpose of increasing revenue and closing more deals.

If well planned and executed, sales enablement can help you:

• Get productive hires in less time.
• Accelerate the integration of the sales force, after a merger.
• Reduce the time your salespeople spend in the field.
• Ensure consistent messages, regardless of the channel.
• Have a positive impact on the customer’s perception of their experience.

According to a report from IDC, the world’s leading provider of market intelligence, failing to align sales and marketing teams can cost a B2B organization around 10% of its annual revenue.

This happens when the messages that create that initial connection with your visitor, and the relationship you’ve fostered from there, are easily dissolved because the delivery is cold.

In this case, open communication between the marketing and sales teams is essential to maintaining and nurturing marketing-qualified leads.

In fact, this is why communication alignment is especially critical during the final stages of the buying cycle, with enablement being an essential tool to achieve this goal. (You’re interested: 11 facts about smarketing that will make you align your marketing and sales teams).

In conclusion, closing sales and having a significant ROI is the goal of every company and this is achieved by implementing a great Inbound Marketing strategy. For more ideas, you can review the Vissani case study.