The separation between Sales and Marketing teams is often much bigger than it should be, especially when sales can shine if the marketing is done right.
This week on INSIDE Inside Sales, Darryl is joined by one of the foremost authorities on bridging the divide between sales and marketing, Casey Cheshire of Cheshire Impact. Darryl and Casey go over the many ways you can leverage your marketing team to drive greater revenue, such as inviting them to a sales call, giving them feedback on which of their products resonates with your customers, and asking marketing to help with nurture campaigns. Learn how you can train your Marketing team to set you up for success on this episode of INSIDE Inside Sales!
Welcome to the inside inside sales podcast with your host Darryl Praill.
Join us every week is we interview industry leaders and experts to uncover the ways their findings Dale's except today.
TuneIn is Daryl brings you actionable strategies and tactics but can immediately increase your sales and success for another episode hicketts. How you doing? Another week has gone by it is crazy how fast the season is going by is it? Oh my goodness. Well, you know, it was interesting. I was inspired recently and this has been happening over the last several months and I've even talked about it and other shows if you would all catch me elsewhere, but I don't think I've ever talked to go to hear and I want to bring it to you guys and get your thoughts. I have I find it so interesting that you know, I know I know I'm rambling. I see this most on social media specialist is like LinkedIn other places, maybe like a rabbit genius or something and this is what I see. I see salespeople.
Young salespeople predominately who think they're the cat's meow. They're the ones who get it all done. They drive the Red Machine. They're the ones leading the charge and everybody else is there to serve them and when you call them out on that they get defensive they argue with you you're wrong which always find even more interesting because I don't know if you've noticed I have white hair. I've been doing this for a decade or two and I love when someone who's like 23-25 are you this is me cuz I'm like, you know, dude self-aware what context do you have to be arguing with me? Is it possible that you're wrong? Or maybe you should just listen to somebody who's a little more senior than you. It doesn't have to be me. Look around. You asked me who's more senior. Maybe they can do 30 or 35 and get the point of you don't assume you're right. If you hang up in an echo chamber, everybody's 23 or 24 25 years old.
You just going to hear that one point of you. So I'm rambling already. What do I mean? I mean, they think that they're that's it. They they're the ones driving and without them the company would grind to a halt.
And then the worst Department the feels that pain of that belief is marketing. Yep. It's true. The sales rep looking marketing as if they don't do anything. They bring his crap leads week and I do nothing, you know, we're the ones they close it. They know they do trade shows. And even these days is it until I do webinars like okay. So what I'm the guy who's doing it I can do that. I don't like I do better emails when marketing does my open rate is 87% What's yours like 18 like I could do your job. I don't need you.
I honest to God if you're seeing this right now and you're you're here missing you a little uncomfortable. Your are your little indignant. Are you a little like I don't get it. I really don't get it. What ya then you're the one I'm talking to and if you're giggling right now cuz you know somebody who's this way, then you're just like me. So this is only between I got news for you marketing is not sales and sales is not marking me, but you're all one team you're all one Revenue team in before you ever get a lead marketing has done a boatload of magic to make that happen from Brand awareness that when you call they know who the hell you are too content, you can actually work them and feed them along the way to lead scoring and Lead grading and nurturing to try to get them to a certain point. I mean if you have a decent marketing team and I understand that the qualifier you are not the only person driving revenue and that's the biggest misunderstanding to
Day in the sales ranks, and you know what that misunderstanding is costing you money.
So what I wanted to do today was help you better understand the marketing role in what they do. All right. So that's the first part. I want you to know that here's the thing. OK honest-to-goodness we can debate and another time with a marketing is good or not. But what you need to know is a sales rep is how can you leverage all the cool crap they have how do you work the machine? How do you you know take advantage of it to achieve your Revenue goals. Let's be candid here kids marketing is a resource instead of judging it or are are are dismissing them. You need to work them just like you make work your boss for a bigger pay raise or a new vacation or that new computer. You might work your spouse to get that next cool Gadget you want or you work at a prospect to close the deal you need to work?
Getting be selfish. There are resource there for you. Once you do that your life is going to get way better and it says that simple so I thought to myself right cat to come in and teach sales all about marketing teach sales how to exploit that opportunity for their own selfish gains. And I didn't hesitate. It's Casey Cheshire. If you don't know them Casey is the principal. He's the head honcho. He's the lead guy behind Cheshire impact impact marketing Chester KC help me out here. Come on the show my friend company. What's your company name? Again? Chester impact Cheshire impact, right Marketing in there. I don't know. Why it back now. Why is Case of the right guy? He's the right guy because for example, he's a par. Rockstar and he's in bed tight with the crew at salesforce.com. So he has to you lived your world and here's the irony.
Situation as much as he's like, you know an expert on all things marketing as the head honcho the CEO of the president of the Grand Puba behind Cheshire impact. He's actually the guy who's got to drive Revenue himself. So he and his son weird twist away as has to have to explain himself to ask you his own sales quotas. So, how'd I do there at all difficult and I've also done sales and I sold a million dollars a year. I sold tuxedos to angry brides and expose. I've been on both sides and I really appreciate both sides. I think that's important part of sides. You were both bride and groom or that I'm just alright, so my friend we're going to get into it fast and furious that what we're doing that in the, you know, the drill kids you are supposed to go and follow Casey Cheshire.
On LinkedIn on Twitter by the way, he's great on LinkedIn, but he's actually more fun on Twitter. It's just my point of view do what you want follow him. That's what you need to do. Casey make make smart today. And I did any I say by the way in the opening monologue. Did it did it resonate with you or are we smiling or you Grandma saying or you just like, I just pray all being proud?
Resonates with me marketing done right make cells shine right in in lot of times. We tell people in the marketing side. Hey, Chelsea your customer. Let's like set them up for Success. Are you playing softball give them that home run pitch and so I'm always on my side trying to get marketers to think more about that are serving their sales team, but I love that the fact you bring it up like to take advantage of this there's some stuff that sells can do from their side to better train marketing. It's like how to train a dragon. Let's have a dragon. It's the dragon of marketing and done right man. We can really set people up. Where is the first place that sales can go to to exploit to take advantage of to leverage marketing for their own gain if I had to say, let's just work through a list so that when we're done here first thing they do is they get up and they walk over or you pick up the phone or they get on slacker. They going to video call and they call their American counterparts and he started the process.
Where do they start number one keeps them about the customer? Unfortunately marketing doesn't get the chance to necessarily be talking to them nearly as much as as sales tax, right? We're not calling him all the time while we're not meeting him at the trade shows when those are happening. We don't have as much exposure to them. You're doing it every day. You have so much knowledge on what makes them pick up the phone or make some reply to email on what little trigger point really get them to shine and those are gold but often times Market doesn't have access to that. We need to know that so number one take away is peach marketing about the customer tell them what you've been hearing. It doesn't have to be a well-defined a well-defined marketing Persona or buyer. Persona can just be hating every time I say this people pay attention we can help you by putting down in our messaging to so they're more likely to call you back. The other thing is invite them on a phone call might have a one or two or three unless they're annoying just by the man who won.
White marketing written in your car. I remember being a fly-on-the-wall Versailles call and this is before doing all the marketing automation before setting things up eyes brand new tow company. I got a chance to join one in the first question. The person asked was who are you again? And what do you do? I thought this is terrible there. Not a qualified lead. They don't know who we are and what we do, this is horrible. So I said about if I would have known that if I hadn't had a chance to join a call and so it is there's so much value to letting marketing join a call. So grab your marketer invite them to a call. The things are going to learn were always telling them to ask you to get on one of these calls. And so that's number one tip right there because that sounds a little bit and what's in it for them. That doesn't really help me understand what's in it for me. So I understand if I as a sales rep go over and tell marketing. What customer is the how does that help me? How does that help me hit Revenue headquarter. I don't I'm not connecting the
Yeah, what's in it for me? Right? Well, if they know more about the customer if they know more about what gets them on the phone or what gets them to reply they can take that knowledge like a princess one time. I had a meeting where we had all these Executives marketing executive sales Executives and I was a consultant I was asking them what gets people on the phone. What makes them respond to you. If you wanted to build it into some of our nurture campaigns you want to build it into some of our landing pages in marketing assets and some of the different promotions were going to do what makes them tick. What makes them respond. No one knew no one had an answer except for inside sales. Someone invited inside sales rep. Whoever just kind of knew this person was really plugged in a divided that person to come to this meeting is Big boardroom meeting. Everyone else was silent that person actually would if I mention one two, or three these three things and it and it directly relates them there on me like crazy. They they respond they pick up a Vista that it would that was a pow.
knowledge that we then took and we put that in all the marketing we put that in all the landing page is all the promotions inside that drives you more people that are going to going to respond to you so it's almost like letting us know. The best kind of things you want to receive and then we said more of them ties in with number to which is telling him tell marketing what a qualified lead looks like to you so if I didn't want to call and then also give me a feedback of when you actually have a great conversation with someone who you love talking with you like they are so going to convert need to let people know about that lip but your Market or no by the way this person was awesome right because that kind of feedback going to go so cool that was really nice I got a compliment from sales this is really exciting and it would really going to do if they're going to go out of their way to try to get you more people like that is that feedback loop is critical to give you more of those softball pitches right you know if someone to get walked all the time always weird leads low-quality and they're having you call webinar attendees things like that no no
I'm specifically which ones are amazing what qualities made them amazing even okay this person was amazing and the fact that they were the VP that really helps me the fact that they were shopping for this that will help me give them examples of why the person Temple and they will continue to send you more and more of those like a self-fulfilling prophecy like a self-fulfilling prophecy you hear sales is were asking you and this is and I'm and I'm saying this with love and respect we're asking you to play the long game on the long game is something that's not as familiar to sales and it's not a good thing to learn about okay sales things in terms of you know week month quarter that's typically how you you know how many sales did you do this week if you have your one-on-one with your manager every single week so what did you do right digging month did we had her number this month do we get our number this quarter and then you go further think if I hit my number then I can me to give it to me
Elevators or what have you and that's all good cuz I'm looking at how do I maximize my Revenue? So that's what you want. You're really thinking Shore turn. But what Casey saying is if you continually give that feedback loop to marketing on what the customer say, cuz remember this is really important what you tell marketing today could be about the customer, but you're learning feedback you're picking up on can roll through me something new differ Cadbury could change in 6 months from now and because of and I don't know a global pandemic happens and all of a sudden that changes what your prospects prioritize so, you know like happens give them that feedback and then they will change their El Palmar can drive you more awareness or more targeted leads that you can close, but it's not just that so okay great. So now instead of marketing sending me 3 release a day now, they're sending me
find leads add a fantastic OK I am grateful I'm already more happy but to the second point if you show them what a qualified lead the pack so there's a big difference is subtle this is who I want to sell into I want to tell them to you know this title decides company this industry you know they have these from a graph at least technographics etcetera okay great that's teaching them about the customer you say but if they have these specific pain points are they heavy specific Technologies or they have these specific regulatory requirements they need to hit the list goes on then that makes them 5 times 10 times 50 times 100 times more qualify because their pain is through the roof relative to the Baseline I want those leads more than I want just the rightly I want those leads
I want to call them first and that instead of getting five leads, maybe your back down to 4 to the 5 but they're hyper focus on just those leads. All right. So now the marking can have a bigger impact and reach your target audience of your brain is everywhere some of you when you reach out to them on the phone or an email or unsocial or on SMS. They got wife heard of you or you guys are going to be in this space that I mean, aren't you? And therefore it's not a cold call. It's a warm call and the receptive but tell them the opposite of pain points is going to drive now you're the second thing tell them to specific pain points is just about them driving leads to you. It's also about the kind of content and equipping they give you to engage or progressively is that a fair point KC. That's a super FairPoint in just right before we get to that one of the things is a common complaint right? These leads suck well in terms of feedback.
Red Sox versus diesel EGR great the one that marketing can take more action on is even this lead is great. Okay, cool. Let me go find you more of that these lead suck that doesn't help right up and maybe help him momentarily like okay, maybe they feel better. You're a little bitch alone. But you're going to try to balance out that these lead suck with an equal number of these leads are awesome. And hopefully you have at least a fifty-fifty of that. Otherwise call me. Okay, so we're to go take a quick commercial break got to pay the bills and we'll be right back CRM was designed for managing relationships sales engagement is the sign for starting them current stats indicate. The sales reps only contact New Leads about 50% of the time make less than two attempts to contact them and they're only about 35% productive CRM is the wrong tool.
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All right. I want to talk about technology now. Is there anything that sales can exploit take advantage of that? They're not doing now or not doing well when it comes to text because everywhere I've been to marketing controls a text back income and sales is really much more. So customer talk to me about tech. What can I do to get that advantage using their Tech absolutely quick question has the movie Top Gun. Gotten to you yet. Is it up? Yeah, it just came out last year in Canada. It was that that that Kelly McGillis Scout. I think she's really going to go somewhere Kelly Kelly's going to go places Tom. He's a flash in the pan. I don't see him doing many more shows. No, no. No, you can be my Goose just so you know that okay, and then I never thought I'd say that. It'll be it'll be a great adventure until you inject me into the canopy.
I got that in mind exactly what you're the deal. There's a song that starts to show off the danger zone. Right? Well, there's a danger zone with prospects and in marketing can help with this. It's get it that person that brushes people off. That sounds fantastic call me in six months and white or is there something to this and so the best raps will probably make a reminder for 6 or less months, but then there's a gap, right it would end up having a lot of times is what you call them up again 6 months later like oh yeah. Hey Casey, I sorry about that. Yeah. Yeah, we actually did what we said we're going to do in we bought from your competitor three months ago, right? There's no agreement does no tacit agreement that they need to call you back whenever they get their things done. So the danger zone.
Is when they're not fit to go right now. Well, that's her marketing can help out with nurturing that's where technology comes into place. You can get them. Some of these nurturing emails weather is too on the marketing side of the sales enablement side Tech is there to help you with that and the best best duntech is where you have these little Nursery emails that go out once a month or every so often and they keep you top-of-mind with your prospect you're in you're basically helping them out and you didn't have to think about that. Right? This is just one example of nurturing is would call the marketing side and we can set up these nurture campaign just make you look like a rockstar. I've literally seen one a response to these emails cuz they actually come from you and I saw one where this this rapid didn't do anything hero chasing other prospects, but the system it's an email out on their behalf and the prospect robach. Hey actually did hire webmaster. We did do the things I was talking about. I am actually ready to go. When are you available this week?
right to have somebody else were always trying to figure out when they're available that's only host asked us when we're available that's like gold so this happens and I just a response to these emails with imagine going to work and you'll go to your inbox and you have these email saying when are you available yes I'm me up this is great these are the kind of things marketing can do if you leverage that technology what are things you need to happen is somebody brushes you off you not only make a reminder for yourself to call but you drop them in a nurturer campaign and Market needs to make sure you have access to that and you see yourself name of the tool but that's one of things that you can do is also all this information that they can be captured from his marketing Tools in things like did they click on this do they open that at what kind of marketing event to be taken advantage of that they register that webinar they didn't join it that's great reason to reach out has Charlie Richardson that webinar beat you have a chance to make it can I send you some I made it can I send you some notes on that can I can I give you some more information there's a recording we did would you
If you get a link to that, I just show me different ways. You can leverage all that activity that the prospects are taking then maybe the marketing softwares tracking. They should be able to get that information to you in the CRM my advice for you to sales East to explicitly go to your marketing colleagues and ask Will politely but affirmative lie and say this is what I need from you write something that Casey just talked about they can do if they have any you know, how I am decent, you know marking automation platform for this morning things. You could be right you can say I need to know when my key accounts. My name accounts are on the website. I know and if you can't we don't have that today. I need you to set that up. I need to be pinged in real time. I need to know when an email is shared that I sent. So I understand who else is in the process. I need to know when they played a video that I recorded. You know, I need to know engagement level. So which people might Target in the
Free which accounts are more engage. I need to know when maybe they got to read a review site and are checking out me or my competition. Now, they may not have all these components today, but they can get them and there are affordable solutions to do a lot of these things and other words, you're not alone if they control the text back, you're the customer Casey open it up by saying he does go to marketing say how can I serve you better sales? So be that demanding but polite customer and go say this is what I need cuz it's a really good chance marketing cuz they never done sales. It's going to go really you want that we can do that. Okay to leave it with me cuz they actually are excited to serve you so that's the big him attack go and ask don't just accept what you're getting a status quote turn on literally with a click it shows you all those things you just asked for
Show me all my top prospects Mikey accounts with ABM accounts show me all these accounts that within the last 24 hours did anything they breathe they watched videos they interacted with the things I sent them they all these different things right? I can get an email has won the most popular emails that we often set up for people you could be done in a click. It just end. It comes to your inbox every morning and you can open up like the morning newspaper. Who should I call today? We should I prioritize today is these people and we can set that up on the market aside easy peasy. And if you don't have it, like you said just ask that you understand guys, if you disparage marketing when you go asking for this make you laugh on their list. All right, so don't start the process by disparaging marketing their your partner-in-crime. They're not the enemy of what you're trying to do. Okay, we're getting tighten time here. So let's go in the triple X speed you had mentioned about the importance of SOA, which is a service-level the green
I talked to me about what that means to a sales rep and end with the Escalade can mean for them to be more successful. You've taught me more about it than I could ever say here on a conversation. But what I wanted to bring up the point to sales here in this conversation is just strike a deal with them, right you would mention the sort of the tippers had a few you run around saying marketing socks to leave sock. Well when you want something that may be harder to get right on the flip side. There's a couple things that marketing is dying for you to do and I want you to know the big thing that marking freaks out about is when you called Elite whether it's good or bad the fact that you called them or took action on them or followed up on them marketing really wants to know that that happened knowing that what could you barter you? Okay? Say what marking I will call your leads Lickety quick, right? I will call them in exchange. Could you do X Y and Z for me and it just start a little negotiation start a little peace treaty and it would have those things that you would like to have. Maybe it's some fresh content or it's at
A new topic up for a webinar whatever you'd like or maybe just more leads like that. Stay what you send me more leads. Like I wanted like we mentioned earlier and I will call them right away. So consider that you can strike a deal with them you little Goshi ation in even just let them know that when Meats come to look like this you will call them right away all the time we are tight. So do you have any final advice final advice Rive final Vice ring? The gong over the marketing marketing is often in this constant optimization cycle. They don't get the big hurrah of The Gong being hit of a deal being closed. They often see like this campaign had 30 deals in this much success rate, right and you don't have the excitement is often if ever of this big deal closed, so if one closes
Bring that going over to marketing and celebrated tied back to the whole positive feedback. Hey, this deal was awesome is thanks you send me more of them. So let me really make that really clear back case to say cuz it's such an understated and often ignored aspect if you include Marketing in the celebration and you say I couldn't have done this without you you started it you qualify that you gave me the right lead to give you the right content. I was able to close it. So top of funnel first half of that funnel was all you doesn't matter how good I am. If you didn't do you I wouldn't be here today. We did this together include them what's going to happen. I'll give you a hint. It's like a pet is like a kid, we needed positive reinforcement. They do more of that behavior.
Folks do positive reinforcement with your marketing team and they will strive to give you more of that cuz they want more they want more Kong. That's what they want. They also want more triangle, but that's a whole different, you know, kettle of fish. So there you have it best place to meet you and find you and follow you and learn from you and basically annoy you where would that be for our friends? Hit me up a LinkedIn Casey Cheshire and say something in there about where you heard me, so don't mistake you for someone trying to get me as a lead. So they meant they heard you on the inside inside sales. Are they heard from Daryl pray up with those cost you to react faster or to slow down your response faster and I'll send you know back and we can become best friends as opposed to going to be pitched that you've also got a podcast. Do you have mentioned that what you're podcaster here man, it's awesome.
We we crushed bulshit. We really get to the heart of the matter is a great show. So you want to score friends with marketing say hey guys this podcast rocks you should listen to it. And by the way, this KC cat he really gets me to tell that's it folks running time My Name is Earl Pro. That is Casey Treasure of Cheshire impact all of us both of mine by the meantime, we're out here. Take care. I'll talk to you soon. Bye. Bye.
Thank you for listening to another episode of the inside inside sales podcast with your host Daryl prael.
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