April Williams Recession-proof your revenue

from PBN September 2, 2022

ONE LAST THING

April Williams

SalesAmp founder and president

April Williams created SalesAmp in 2017 in response to the disconnect her clients were seeing between marketing and sales. In 2021, the company became a standalone business unit of Providence-based Figmints.

THE ups and downs of the markets can impact revenue. You can minimize that impact by focusing on two of your internal teams, marketing and sales. Companies with strong sales and marketing alignment achieve a 20% annual growth rate, while companies who don’t have a 4% revenue decline. Here are three steps to get your marketing and sales working together to drive revenue. n Break down the silos: As long as marketing and sales are operating in silos, you will not achieve the revenue goals that are within your reach. n Celebrate the differences: Marketing and sales people could not be more different. The key is in appreciating the other’s differences. Marketers know that marketing takes time, which means they are comfortable staying involved in the beginning and middle of the sales pipeline. Salespeople are less patient and are focused on the end of the pipeline, where they can close a deal. You need both personalities to drive revenue. n Determine what success looks like – together: Metrics need to be set up together that show the success of each stage of the pipeline, as well as what the expected conversion rates are at each stage. We need to stop letting each department celebrate the success of isolated metrics – without considering the potential impact of the next phase of the pipeline. So, if driving more revenue is a company goal – look internally first and be sure your two teams are aligned and operating like a well-oiled machine. n

Recession-proof your revenue

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