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About This Episode
Look, we’re all busy. Everybody is doing far more now than they’ve ever had to do before. We’re all wearing hats that we likely never intended to wear.
But the truth is, the work still has to get done. Your company still has to bring in revenue, and “I’m not used to doing this thing” isn’t an excuse. Maybe you’ve found yourself with more teams reporting to you. Maybe you’re not quite sure how to integrate all those teams to achieve the most success.
On this episode of the Sales Engagement podcast, we sit down with Liz Sophia. Liz is the VP of Field Marketing at Manhattan Associates, and was kind enough to come on the show and talk all about the schedule.
How does her team organize their week to fire on all cylinders? How do they set up meetings, who is invited to those meetings, and what was the driving force behind including product in their weekly meetings?
Mondays are everybody’s fresh start to the week. So why do so many businesses put off their weekly meetings until the end of the day on Monday? Why isn’t everybody starting their week off connecting with their teams?
Mondays for Liz and her group are for the pipeline call. A call involving sales and marketing, it’s the first meeting of the day, and the first meeting of the week. And it’s purpose is to ask the questions, “What does the sales team have in the queue this week? What meetings are set? What meetings would you like to be set? How are things moving through the funnel?”
It’s a chance to set the course for the week and make sure that everybody is aligned from the very start.
Throughout the Week
As the week progresses, there are more meetings to be attended, but the SWAT meetings are crucial for the entire team. Not your typical SWOT (strengths, weaknesses, opportunities, & threats) meeting, this is a tactical meeting.
It’s the sales, marketing, and product teams all in one place, all on one call, to review messaging and go through campaigns. They’re asking, “What is the feedback from the sales teams? Are the sales professionals getting the leads they need? And are those leads moving through the funnel as expected?”
Including the Product Team
Integrating the product teams into these conversations isn’t something that every business does. And for Liz and her team, she’s honest about the fact that it wasn’t necessarily a smooth process.
When the product teams were initially asked to come into some of these sales & marketing meetings, there was some hesitancy. Not because they didn’t want to, but because they weren’t used to being asked, and it was one more meeting the product team had to make time for,.
But the marketing team had an obligation to provide the value of the meeting back to the product organization, and by involving the product team, they’re far more likely to have a vested interest in the outcome or the success of the campaign.
Three Key Things
The three key takeaways from our conversation with Liz?
- Know Your Numbers.
You’re not going to be able to get very far if you don’t know what numbers you need to work towards.
- Marketing Doesn’t Hold All The Keys.
Marketing oftentimes can seem like they’re the holders of all the keys, and have all the answers. While they do act as the glue between the sales and product teams, it’s worth knowing that marketing isn’t the end-all be-all.
- Be Transparent
Share your numbers internally. Share with your creative teams. Share the good and the bad, because when you do, you create a much tighter organization.