Big tech companies like Google, Dropbox and Slack offer products that are familiar, straightforward and easy to understand. But, not all SaaS companies are that fortunate. Instead, SaaS products and services often include multiple layers and complicated steps. While these complex elements can facilitate the customer’s user experience, it can be difficult to explain to them the functionality and processes, especially if they are brand new to your product. Fortunately, there are ways to simplify complicated products for prospective customers using the right visuals, language and layouts…and a creative partner, of course!
Overwhelmed by the thought of creating a service level agreement (SLA) between sales and marketing? Don’t be. While tech companies are used to complex software SLAs, the most basic sales enablement SLA requires only two elements:
- The dollar amount of lead value that marketing will deliver to sales
- And the amount of time sales has to follow up
Each month, marketing will deliver $150K in lead value to sales, and sales will contact every marketing qualified lead (MQL) within 24 hours of receiving a lead.
But how do you know what specific numbers are right for your tech company? Here goes…
As a software or tech company, you’re already familiar with the concept of a service level agreement (SLA) for end-users, but have you developed an SLA for your sales enablement program yet? Without clear goals for what both marketing and sales will contribute, how can you measure success and hold people accountable?
(Hint: you can’t.)
So, why do so many tech companies avoid creating an SLA? Well, in our experience it usually comes down to one of four common concerns. Lucky for you, we’re giving away tips to conquer each and every objection you might hear at your tech company.
Heard of “smarketing” yet? More than a cute word mash-up, it’s the “meeting-of-the-minds” between sales and marketing with the goal of optimizing every part of the sales process.
Who do you think creates the most content at your tech company? If you said, "marketing," well…maybe rethink your answer...
A study by Docurated found that sales actually creates 40% of content (marketing was tied with “everyone else” at 30%). And, that’s not a bad thing since content creation should be a company-wide initiative, especially because:
- Marketing has a better skill set for creating content, but sales has access to more timely information.
- Your company will be perceived as inconsistent if your marketing collateral doesn’t align with your sales collateral.
So how do you get your sales team, who thinks they “aren’t the creative type,” to actively contribute to content creation? Here are some of our favorite smarketing (sales + marketing) alignment tips for software and technology organizations looking to invest in sales enablement and content marketing.