Ventarketing: aligning Marketing and Sales with exceptional results

[zihadhasan010]

Understand the concept of Ventarketing and the importance of having your company's marketing and sales teams aligned.

The term Ventarketing (which, as you may have noticed, is a combination of the words sales + marketing), represents a union of these two departments through an alignment of objectives, metrics and processes to dramatically increase the efficiency of customer acquisition.

This term comes from the English Smarketing (Sales + Marketing ).

The good news is that companies that are truly dedicated to content marketing are already one step ahead in implementing Ventarketing, since a good content strategy goes beyond just attracting the public's attention.

By mapping content in the funnel, it is possible to accompany it until the purchase decision is made (or almost), which naturally brings the marketing and sales departments closer together.

And you don't have to just take my word for it: According to a study macedonia phone data by Aberdeen Group, organizations with aligned marketing and sales teams "achieve 20% annual revenue growth while others see revenue decline 4% year-over-year."

But what is it that is really needed to implement a Ventarketing strategy?

1. Everyone speaking the same language
In "traditional" companies, the gap that sometimes exists between the marketing and sales departments is incredible.

One department simply doesn't know how the other works and they basically speak "different languages" within the company.

In the end: Who is the ideal client? What is the objective of the other department? Which marketing actions have the greatest impact on sales? What is the duration of the sales cycle?

When both departments fail to answer questions like these, there is a loss of information , alignment and efficiency in the process.

A marketing team that focuses only on producing content — for an audience it considers to be ideal — does little to help the sales team.

At the same time, a sales team that treats marketing as a subordinate department, serving only to make pretty flyers to help with sales, is not helping at all in the acquisition process.

For this reason, it is important that the two departments are aligned regarding basic definitions, terms and processes, such as:

Who is the person the company wants to reach?
What is a lead ?
What is the ultimate goal of the acquisition process?
What is the customer journey in marketing?
What are the stages of the sales process?
etc
Basically, the whole process should be the same in the minds of all professionals involved.

This creates a conceptual unity that prevents misinterpretation in communication between the two teams.