Access Business Analytics
As language service providers start to mature, they invest in hiring either marketers, salespeople, or account managers, and eventually staff all of these functions. These groups often operate in silos with minimal coordination across their activities. Yet, in an ideal world, a close collaboration ensures marketing brings in qualified leads that are interested in hearing the pitch of your sales team and then warms up these leads so that the sales messaging is more effective. When you break down the sales and marketing silos, you get “smarketing.” And it’s time LSPs embrace its principles.
But let’s first review the usual division of labor in the growth roles of a company, because the traditional distribution of responsibilities between marketers, business developers, inside sales – often called sales development representatives (SDRs) – and account managers is evolving. This forces a rethink of responsibilities in the continuum of care from “suspect” to “client” to “evangelist.”
The concept of smarketing has become a critical element of organizational design – that’s when you align the activities of sales and marketing teams, which should also encompass inside sales and account management. A coordinated approach maximizes your spend and enables a more cohesive journey for prospects and clients. You’ll approach prospects with a continuity of care that epitomizes a client-focused mindset and demonstrates that you are not contacting them randomly.
So, what can LSPs do?
When alignment is reinforced through ongoing meetings that tackle topics such as a cohesive journey for prospects, efficiency in addressing the needs of prospects and clients, shorter sales cycles, and better understanding of the prospects’ pains, you will maximize your sales and marketing budget, enable salespeople to meet their goals, and create a smoother experience for prospects and clients.
Director of LSP Service
Focuses on LSP business management, strategic planning, sales and marketing strategy and execution, project and vendor management, quality process development, and interpreting technologies
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