1. Focus sales-related activities – My career in military intelligence taught me that timely, accurate, and relevant data is critical to successful execution. It drives planning and operations; especially offensive operations. Let me give you an analogy: you’re tasked to destroy an enemy position. Without good intelligence regarding the enemy’s location, you would be forced to conduct “movement to contact” patrols (i.e., search the area until you happen upon them). But if you’re provided timely, relevant, and accurate intelligence, you can plan a deliberate, targeting raid at the decisive time and place where you have the advantage and maximize your chance of success.
Sales can be thought of in the same way, especially with new client pursuits. Without timely, accurate, and relevant data on sales leads, your sales teams are forced to conduct generic prospecting activities (e.g., cold calling). However, with timely, accurate, and relevant market intelligence, they could plan a deliberate, focused sales engagement with relevant messaging targeting qualified leads.
2. Reinforcing sales-related activities – Like supporting arms (artillery or air strikes), marketing can prep the objective to increase the chances of a successful engagement. Sales campaign specific digital marketing messaging targeted at the campaign prospect list can raise buyer awareness and provide a warm call opportunity where the sales reps are following up and reinforcing the initial messaging. In some cases, these marketing efforts can produce inbound leads that help support prospecting activities.
GET ALIGNED IN THE FIGHT
Adapting a oneteam, one fight mentality can be an excellent way to achieve Sales and Marketing Alignment focused on achieving overall revenue goals. It’s just one of many military best practices I’ve adopted to create sales enablement programs that drive revenue growth through data-driven insights, business innovation, and collaboration. You don’t need to have served to adopt these practices at your own organizations.