How to Align Your Marketing and Sales Teams for Senior Living Success

Posted by Melissa Smalley on April 25, 2024 at 9:07 AM     Senior Care & Living
How to Align Your Marketing and Sales Teams for Senior Living Success

Are your marketing and sales teams working in harmony or functioning in silos? The key to enhancing quality lead generation and boosting occupancy rates lies in aligning these two critical areas. They must work together as one aligned team.

Let’s explore the strategies and tools you need to synchronize your marketing and sales efforts to help your senior living community flourish in an increasingly competitive landscape.

The Importance of Sales Alignment

Sales alignment isn't just about getting everyone in sales and marketing to play nice; it's about strategically coordinating efforts across departments to achieve common goals. Picture this: shared objectives, clear communication, collaborative strategies, shared metrics and regular feedback loops. These elements form the foundation of sales alignment, ensuring that marketing and sales are working hand in hand rather than in isolated silos.

But why does this matter? When your teams are aligned, lead generation increases, occupancy fills, customer satisfaction soars, and your business experiences growth. That’s what harmony sounds like!

Implementing Sales Enablement

A key piece of orchestrating marketing and sales alignment is sales enablement. Sales enablement involves collaboration between marketing and sales to develop and equip sales with the right resources, tools and information they need to excel at every stage of the sales process.

Key Components of Sales Enablement:

  • Collaboration: Start with collaboration between sales and marketing to align and agree on the target audience, goals, key messaging and collateral needs to create a seamless buyer’s journey, along with a seamless handoff between marketing and sales.
  • Sales process optimization: Analyze and optimize the sales process to identify areas for improvement. Look for gaps, inefficiencies and lackluster results. Involve marketing so they can help support sales with the resources needed for each step of the optimized process.
  • Content creation and management: It is important that your sales team has high-quality content such as sales collateral, presentations, resident success stories, testimonials, FAQs, floor plans and videos that they can use to educate and nurture leads during the sales process. 

However, marketing should not create this content alone! It should be a collaborative effort between marketing and sales. Sales can help identify obstacles and the top questions asked. This information is gold in developing a buyer’s journey and content strategy.

  • Technology and tools: Equipping sales and marketing with the necessary tools and technologies, such as a customer relationship management (CRM) system and marketing automation tool (HubSpot is one example of a great tool that includes both) will improve efficiency and keep everyone on the same page. Both teams should utilize the same tools and be able to access the same customer data.

Bringing It All Together

Imagine a prospective resident interacting with your community for the first time. They might find you through an online search, a social media ad or an event. Let's say they click on a guide from a social ad and fill out a form. That's where the magic of alignment and enablement kicks in.

The information from the form seamlessly flows through your marketing automation to your CRM, alerting your sales team and providing valuable analytics. From there, your team can nurture the prospect through personalized communication, guiding them toward becoming a resident.

Throughout this journey, the prospect interacts with multiple touchpoints, each one strengthening their relationship with your community. Marketing automation continues to communicate with the CRM and sales team, ensuring a smooth transition from lead to resident.

Aligning your marketing and sales teams is not just a good idea — it's essential for success. So, break down those silos, foster collaboration and equip your teams with the resources and tools they need for success. Together, they can attract more residents, increase occupancy and create a thriving community for years to come.