Marketing and sales meeting template: scripts to integrate the two areas once and for all!

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Having a marketing and sales meeting model can help managers promote the long-awaited integration between these complementary and fundamental, but often conflicting, areas.

Key takeaways from this article:
The marketing and sales meeting model needs to be clear, objective, simple and productive. The idea is to create a script so that relevant points for the business can be discussed, generating insights for campaigns and sales pitches .
To set up your ideal meeting model, have defined goals so that both teams work together through a signed commitment, such as the SLA.
It is important to choose which topics will be discussed and review them at the beginning of the meeting, sharing news, data and information about the business.
It is essential not to pay attention to small details during the meeting with the marketing and sales teams. Focus on topics that are relevant to both.
Another essential factor in creating a marketing and sales meeting model is to base it on real data to understand the current business scenario. Use a CRM system to collect necessary metrics and indicators and integrate marketing automation tools.
At the end of the meeting, it is recommended to define the tasks that need to be done, by whom, how and when. This topic should be addressed at the beginning of the next meeting. Download our Guide: How to develop a sales process and its stages and optimize your business processes with the use of a complete and modern CRM .
Although very common in companies, the lack of alignment and even, often, disagreements between sales and marketing can be very harmful to the business . This partnership is strategic in nature for results and, therefore, it is essential to focus on tactical actions to align the work of both teams.

One of the most effective ways to do this is to hold productive periodic meetings with these professionals, which are capable of positioning them as allies around the same objectives – which, in the end, is the purest reality.

However, how can you hold meetings that aren’t boring and that actually have the right content to take teams somewhere – preferably walking side by side? The task is not simple, but a script with a marketing and sales meeting template will certainly help you with this mission.

Why is integration between marketing and sales essential for results?
Marketing and sales need to be on the same page to both build a company’s brand and drive sales. It’s clear that the efforts of one team directly impact the other – and vice versa – and that bringing them closer together means increasing the number of qualified leads and conversions .

Consequently, on the other hand, if managers fail in this integration, everyone loses:

efficiency in campaigns;
quality of leads;
market opportunities.
Therefore, in addition to having the appropriate and integrated tools and technologies, having consistency and quality of periodic interactions between the two teams is essential to change a scenario of distance or even conflict between the two areas .

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How to hold a business meeting?
Unproductive meetings waste everyone's time and only end up further misaligning the two teams. The ideal marketing and sales meeting model should be simple, objective and, of course, productive .

Here are some tips that can help you:

1. Have defined goals for joint action across areas
Before talking about the marketing and sales meeting model itself, it is crucial to mention that area leaders must first define general goals for alignment efforts between the two teams .

To do this, they must create a type of Service Level Agreement (SLA) together . This involves establishing a commitment that will ensure that the goals of both parties are aligned.

Furthermore, the agreement is also very useful for aligning expectations regarding the list of turkey cell phone numbers performance of each team as they work towards the common goal – achieving results. Everything becomes easier if this is already defined in advance.

See also: How to use lead nurturing to generate more sales

2. Opening and presentation of the agenda
That said, we can start talking about the sales marketing meeting template that will help you develop the script. Well, the first tip in this regard is that the meeting should start with a brief informal conversation to relax and integrate the teams on a personal level. This is important so that everyone feels comfortable sharing ideas and collaborating with each other .

After these initial minutes, it is a good idea for the leader to quickly present the topics that will be covered in the meeting, with the intention of organizing the conversation as much as possible. Many managers like to send the agenda in advance, which is great for helping participants prepare. However, it is true that not everyone will pay close attention, so it is worth reviewing it before starting.

Also, this is a good time to share news or updates about your business, such as events, opportunities or vacations.

3. Focus on points that are relevant to both teams
The agenda for an ideal marketing and sales meeting template should, of course, include topics that are relevant to both teams. So forget about small, specific issues that can be resolved at another time .

A marketing and sales agenda should include issues that align both areas with the company’s goals and successful strategies to achieve them. There should also be time to discuss each team’s perspectives and concerns.

See also: What is marketing automation – The 5 secrets

4. Make a data-driven meeting
To jointly and objectively analyze the key points, it is essential to hold a meeting based on real data that is of interest to both areas:

How many opportunities is marketing generating?
How many are being converted, at what value?
How many leads are sales following up on?
How much cross-selling is being done?
Which materials are being most effective?
Which campaigns are performing best?
Where are the biggest bottlenecks to closing?
Many of these numbers can be easily accessed in the CRM system and help to provide an overview of the state of affairs and keep teams updated. In addition, they can be used to encourage participants to reflect on what can be done to improve the situation.

Aligning marketing and sales to optimize results

5. Conclude the meeting with a to-do list for each team
After each area has presented its findings, define together what needs to be done and what each area's priorities are. Both teams should leave the meeting with a list of tasks and the status of these actions should be reviewed at the beginning of the next meeting .

To close the meeting, it may be interesting to bring a message, such as a video or a song about a motivational topic or one that generates reflection.

What to talk about in a marketing meeting?
There are many topics that can be covered in a marketing meeting, however, it is crucial to choose the agenda that is directly linked to the area's objectives and goals.

Here are some examples of topics that can be covered:

Results of marketing indicators and metrics;
Suggestions and feedback from sellers regarding the opportunities generated;
Marketing trends;
Introduction of new tools;
Competitive practices.
The importance of integrating CRM with automation tools to align sales and marketing
In addition to following this marketing and sales meeting model and holding regular meetings to integrate teams, the alignment of areas also depends on tool integration.

If each one deals with different and independent systems and resources, the other does not have access to their processes and, even holding regular meetings, the performance of the two will still be very distant.