Part 1 was about marketing strategies and part 2 was about needed a team to execute your strategies effectively… today we are talking about how your Chef of Marketing is an integral part of your revenue stream, aka your sales and client services teams.
I have always said it is “Sales AND Marketing” not “Sales OR Marketing” – you have one team.
This article may feel a bit like an Abbott & Costello “Who’s on first?” skit yet stick with me… it will make sense in the end.
In a restaurant, who does the selling? The Chef? No… it’s the waitstaff. Think of it this way, if the waitstaff has no idea what the daily special is, how much of that product will be sold?
If your sales and client services teams don’t know the strategy of your marketing campaign(s), how are they going to know how to relay the strategic message to the marketplace? In today’s marketplace, your sales team is not selling goods/services, they are building relationships. Part of that relationship is how you are perceived, what message (marketing) are you sending out into the world about your brand, your culture, your people?
Marketing is not simply graphics and text, it is storytelling; painting the picture of how your organization will work with your prospective client. If the prospect can visualize how easy it will be to work with you and how you solve their business problem, then getting a signature on the dotted line will come next.
Back to the restaurant example and storytelling: read #1 and visualize it in your head before you read #2:
- Chopped Chicken Salad
- Honey-glazed grilled chicken breast, chopped and combined with thick-cut bacon bits, fresh avocado slices, hardboiled egg, 3-year aged cheddar, organic mixed greens, julienned carrots, tomatoes, and house-made bleu cheese dressing
It’s the same thing, one just paints a better picture.
Now let’s consider what the waitstaff can do for the Chef: if the waitstaff doesn’t relay customer feedback to the Chef, he/she will not know if the guests like the food. How will she/he know what to take off the menu or add to it? Feedback is an essential part of the success of any business.
When was the last time you asked your clients how you are doing? (Spoiler alert: going by the ‘no news is good news’ philosophy is not the best course of action.) Asking this question not only provides you with essential feedback, it will also help to build and solidify the relationship with your clients. It will show them that you care and they are more than just another invoice to you.
Marketing creatives are great at pulling together campaigns that are engaging and tell a story. Before the campaign hits the marketplace, it’s the Chef of Marketing’s job is to make sure that the sales and client services teams know the story first. This creates a cohesive message and a cooperative team to tell your story out to your target market.
Ok, let’s sum up: just like a Chef, your marketing leader creates the strategy and pulls in the appropriate specialists to help make a campaign successful. And just like the waitstaff, your sales and client services teams go out and sell the product/service to the marketplace and come back with feedback from the clients to help shape the next marketing campaign.
Two different functions, yet when they work together… the results are profitable!
Not sold on this concept? Let’s chat! There are benefits to a Rebel Mindset…