Manal Haddad

How to Build a Successful Sales and Marketing Team

Want to build a successful marketing and sales team? Read through the blog to know how to do it right.

The approach of New Year and the continuing recuperation of a still-turbulent economy are provoking a surge of new objectives amongst businesses and organizations. Whether planning on expanding sales; drive productivity, venturing into fresh territories or expand market share, managers all around the globe are confronted with this key challenge: how to build and support an effective sales and marketing team?

As opposed to reverting to the fool proof options of increasing head-count or spending budget at generic training and hoping for a sudden improvement in performance, an organized and systematic methodology could well be the solution.

Essentially breaking down the process of building a sales and marketing team with well defined and easy to manage steps can assist in creating a strong foundation for long-term success. This should take into account all aspects, from hiring and development to succession and reward structure, with each of these essential components in shaping a strong, competent and profitable sales and marketing team.

Step 1: Evaluation, Analysis and Assessment

As clear as it sounds, it is imperative to start from scratch. Until the current levels of performance and expertise levels within an existing marketing and sales team are determined, there is no way of identifying the gaps or areas that require improvement.

‘Sales and Marketing needs’ analysis can pinpoint areas of underperformance and lay the foundation for a structured development plan that determines if the pre-requisites are for additional hires, better plans of action or investing into training and development of the existing staff. Work out what you require so that you do not take unnecessary or costly steps.

Step 2: Picking the Right people

In a recently launched opinion piece via LinkedIn, Richard Branson- the founder of the Virgin group, states that the conviction that personality ought to structure a fundamental part in the hunt for new talent in business; the rest according to him could be taught or learnt.

Agreement is not obliged to adjust your recruitment process for the better, it is often better to prepare an extraordinary fit than hire a mismatch with an incredible CV. “The primary thing to look for when looking for an incredible employee is someone with a personality that fits your organizational culture”. Richard Branson

Investing into the recruitment process is paramount in finding the right talent, whether a crude entry-level talent or a veteran. Going past the CV and anticipating ‘employing howlers’ through a multi-stage, thorough evaluation and assessment procedure will guarantee the vast majority of hires will be the right one.

Step 3: Induction, Development and Training

When hiring fresh talent or even those with experience, it is critical to properly equip them with the essential tools for success.  Training and development ought to be a well designed process, not just an event:  on- set and subject to recurrent review and update, it ought to combine product knowledge with the skills and industry learning needed to perform roles to the very best of that individual’s capability.

Integrating training with a proper accreditation system might likewise guarantee that staff is benchmarked to distinguished and recognized standards incentivized in order to continue delivering results and kept from slipping through the net.

Step 4: Management

The obsolete old concept of ‘do as I command, not as I do’ is essentially dead in the marketing and sales sphere. Successful and efficient managers train instead of checking their staff and regularly lead their employees by example, engaging in the process and encouraging communication and collaboration within their sales and marketing teams.

It is essential for you to note that not every leading sales and marketing person possess the qualities that are required to manage. Managers drive motivation, guarantee accountability and are essentially responsible for building a culture that is capable of delivering results.

You can consider hiring sales and marketing managers with previous experience, or providing your existing applicants with specialized training in order to equip them with the unique skills that are required to manage successfully. Remember, if promotion comes from within, it is of utmost importance to provide leadership training.

Step 5: Recognition and Reward System

Recognition and reward system are commonplace with the marketing and sales industry, which is especially significant given the extended periods of time and countless rejections that are frequently experienced especially by sales professionals. A successful and fruitful motivation program recognizes productivity, advancement and change as opposed to results alone.

The meaning of compelling recognition might be decreased down to the development of an individual, ensuring they keep on feeling valued and can envision their career progressing and growing, not only in their salary but also their designation. This ought to be transparent and should combine personal acknowledgement with monetary reward, thereby giving the much needed inspiration and motivation for employees in a potentially insensitive and intimidating marketplace.

To conclude, a super class sales and marketing team necessitates continual review and development in addition to organized, well-structured and informed implementation.  Building a successful sales and marketing team cannot be viewed as a one-off procedure – like the industry itself, it demands continual investment to guarantee success. Nevertheless, with the points discussed in this blog, you can be sure about laying the best possible foundation for results.

Best of Luck!

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