Whether you’re a marketing manager for a Fortune 1000 company or a business development professional for a local metal supply company, here’s what I know about you—you’re busy.

The truth is that everyone I know is struggling to find enough time in the day to manage all of the responsibilities on their plate. They work hard to achieve their goals and complete all the tasks that need to be done.

Unfortunately, we can’t add any more time in the day. Rather than working harder, we must find ways to be smarter and more productive with our time.

3 Ways Marketers & Salespeople Can Work Smarter, Not Harder in 2019

As someone who interacts with marketing and sales teams from a variety of industries, I’ve noticed that almost every business deals with the same challenge—they’re engaging in more activities, but the wrong activities. If you want your sales and marketing teams to work smarter rather than harder in 2019, here are a few steps to take.

  • Define what moves good quality prospects further along the buying process. Working smarter means taking time to make sure both teams are on the same page when it comes to designing the ideal buyer’s journey. For marketers, it’s important to ask the right questions and pay attention to these insights to make sure you’re passing over quality leads of prospects that match the ideal prospect. Once you’ve identified a quality prospect, it’s important to define what actions will actually move them from “prospect” to “opportunity” to “customer.”
  • Make sure your strategy is rooted in a deep understanding of the buyer. To design the ideal buyer’s journey, you must first have a deep understanding of your buyer. Knowing who your ideal customers are, their pain points, and how you can uniquely help them is essential for creating an effective buyer’s journey through the sales and marketing process. Your sales and marketing teams should know (and agree) on exactly who you’re trying to reach.
  • Organize your data around activities that move prospects closer to the next milestone. Working smarter means tracking milestones during the buyer’s journey and activities tied to each milestone to guide salespeople. With your data organized in this way, it becomes easy to identify which activities and behaviors move prospects closer to the next milestone and which ones are ineffective.

One of the reasons salespeople are smarter than ever before is because they can look at the data to objectively determine which activities are effective and which are a waste of time. To consistently work smarter, we must constantly embrace the ways data and technology make our jobs easier, rather than getting stuck in our “tried and true” techniques that work today.