News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
How to Integrate Inbound Marketing With a Traditional Sales Team
Todd Hockenberry / HubSpot / September 4, 2013
For those of us immersed in the world of inbound marketing, it’s easy to understand how inbound tactics can have a major impact on a company’s bottom line.
However, we work with a lot of companies that are just now embracing inbound marketing principles and tactics. In these cases, the last group within these companies that climbs on board is usually the sales department. When it comes to sales excuses, we’ve heard it all — but it usually boils down to something along these lines of:
- I don’t have time.
- It’s not my job.
- The leads are bad.
As a long time sales person myself, I understand where this impulse comes from. Many business owners and, unfortunately, many sales mangers subject sales teams to the latest and greatest fads in lead generation (think viral video), specious sales training (use these 11 steps and you will sell a million), and other time wasters so they are (rightfully) somewhat apprehensive.
A big part of getting these people to adopt inbound marketing is convincing them inbound isn’t just another time wasting fad.
And it is possible to get even the most reluctant member of a sales team on board, but it takes time and effort. Remember, you’re dealing with sales people so they need to be sold!
Here are the steps we take to convince a reluctant sales team to adopt inbound marketing.