Bridging the gap between marketing and sales is a conundrum that challenges most business and marketing leaders. Welcome to "3"ā€¦three insights in about three minutes. Today we're talking with Dayna Neumann, the Chief Sales and Marketing Officer of United Mail, where they leverage data-driven direct mail to enrich the connection between companies and their audiences. Dayna, as Chief Sales and Marketing Officer, you have responsibility for both sides of this riddle. Where do you start?
Dayna Neumann: We start with the people, Drew, and you're right about riddle! Oftentimes, it does feel like a Rubik's cube. And so to break that down, I look at the people and say, if I hire people smarter than me, we will be successful, and then get out of their way and let them do what they do best. And that looks like marketing supporting sales.
Drew: So then how do you limit marketing distractions from your sales team?
Dayna: Absolutely. For me, I think that it's frankly unfair for the sales team to have to market United Mail. They are a highly skilled individuals at accepting those leads, nurturing them and closing deals. We want them to stay focused on their sphere of excellence. It's the job of marketing to understand how to find those folks, how to educate them, right? That's through SEO, that's through social media and creating content that is both dynamic and high quality. We're in the business of educating people, and so that's the job of marketing to make sure that they're managing all of that, so that the sales team can focus on what they are best at.
Drew: So sales always seems to get the glory when they close a big project. How do you as Chief Sales and Marketing Officer share the love of that success with the whole team?
Dayna: Look, we always want sales to wear the big hat. However, it's important to always tell the whole story, and the story tends to begin with something very small, like a micro commitment, like a share or like on social media. It's the job of marketing to make sure that we're measuring along the entire life cycle of that client, and so then we can do it again and again and again. And that's the glory of marketing -- not to steal the pride of the sales team, but to say yes and, yes, you close that deal and we're gonna do it 10 times over because we captured everything that marketing was doing that led to that closed deal, and we can do it again and again and again! And that's the beauty of how those measurements and those micro-commitments from social to SEO into your high quality content, they all work together to make sure that you can repeat it again and again and again, so you've got all your sales people rockin'.
Drew: Great marketing is repeatable again and again and again. Those are great insights, Dayna. "3" is a production of MarketingAccelerator.com and is just one of the resources we provide for marketing and business leaders. I'm Drew Dinkelacker.