A common problem within educational institutions is that enrollment quotas are not met, because not enough prospects are being captured through marketing strategies, or sales opportunities are not being adequately nurtured.
Practical case: Imagine that a potential student recruited through your social networks requests that a sales agent contact them to evaluate costs.
The meeting to present the educational plan is scheduled, but some time later the contact no longer responds and the enrollment team decides not to follow up. How do you handle these types of situations? Who is responsible for follow-up?
Let’s focus on solutions and not on finding someone to blame. This is the importance of aligning marketing and sales in your institution .
What are the benefits of aligning marketing and sales?
Marketing and sales alignment not only improves feedback between the two, but also generates an optimal understanding of the sales funnel to identify where we are failing and boost our strengths.
Hubspot’s report on the State of Inbound in Latin America reveals that only 21% of companies globally work with truly aligned marketing and sales departments. But for those that do work in alignment, their sales strategy is 4 times more effective .
Now, these are 5 important steps to achieve proper alignment of your departments.
Step 1 Everyone must row in the same direction
It often happens that marketing and sales teams work as two completely separate areas when they should be working towards the same goal: getting more subscribers.
Whether you want to increase enrollment or improve your institution’s ranking, the idea is that both departments contribute to achieving it. A clear statement of SMART objectives: specific, measurable, attainable, ghana telemarketing relevant and within a timeline, can help you achieve this .
Step 2 Know your buyer persona inside and out
In educational institutions, how to measure digital marketing strategies in education? it is very important to add value before the student or his/her parent has contact with the sales team . Remember that you are selling a unique experience, a lifelong decision, and the purchase path begins on the Internet.
Therefore, in addition to creating an archetype of your ideal buyer or buyer persona, to understand their habits and needs, you must continually enrich this profile.
In other words, it is not only marketing’s task to create one or more buyer personas, since the sales team can contribute its knowledge germany phone number about their preferences or concerns and thus update your profiles to achieve better segmentation .
Step 3 Understanding the sales pipeline
When there is no correct alignment, serious errors can occur in the execution of the strategy.
For example, if marketing promotes a promotion that sales is unaware of, or if sales does not provide feedback to marketing on the leads it channels, marketing will continue to operate in the same way, even though the leads will not be qualified correctly and marketing campaigns will end up being unprofitable.