How do you partner with other departments (e.g., marketing, sales) to generate sales qualified leads?

Question

Tim Britt · Accepted Answer

First of all have a clear strategy that people can understand and make relevant to their own business unit, try and set clear goals and KPIs you are focusing on for the short term plus the long term outlook over the next 3 years. The next step is to spend time discussing this and answering any questions, don't just send them a power point and expect them to understand it, and you may need to do this multiple times across various stakeholders.

Define what an SQL is and make sure you are aligned, this is the biggest mistake and also the area that isn't communicated well, so dedicate time at the start of the month to be clear on the expectations and then retro back at the end of the month or quarter.

Marleyna Mohler · Answer

SDR teams can work with marketing to optimize web content to generate interest, run ABM campaigns, strategize events, and develop content to accelerate deal cycles. Other internal collaborations might be:

* Partnerships- coordinate introductions to accounts through partners.

* Product- Identify accounts that could benefit from upcoming product enhancements and create sequences to share relevant information.

* Customer Success (CS)- Utilize CS's knowledge base to develop persona-specific playbooks that assist the SDR team in engaging the appropriate individuals with tailored messages.

When partnering with other teams, here are a few tips to get you on the right track!

1. Set up success metrics and a way to report on them- define what the goal of the project is and build the reporting necessary to track it. Decide together what metrics are important and what data is the source of truth.

2. Communicate what types of feedback are helpful- be clear with your business partners what is in your team's control and have them do the same for you. For example, if you are running an ad campaign, can they control which titles see the ad? If so, your team should supply feedback in the form of titles you may want to filter out.

3. Have planned points of data review- Decide at the beginning of a partnership or project how long you want it to run (or how many data points you need to have) before you can analyze results. Discuss upfront what you will analyze and what decisions you will make with that data so you can ensure you collect the right data along the way.

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