While the feud between the marketing and sales departments often provides a source of ongoing entertainment, it can also inhibit the growth of your company.
These two groups rely on the performance of the other directly, which makes it easy to shift the blame for departmental shortcomings but also necessary to develop a constructive relationship. Let’s begin by examining why this is significant.
The data that is extracted and employed by marketing teams is not only relevant to their campaigns but to the sales process as well. This information can include what customers are searching for and the keywords that produce the most leads. When marketing communicates this to sales it gives them the opportunity to evaluate the effectiveness of their pitches and make adjustments to match customer expectations.
The marketing team can also enhance the quality of leads by understanding the details of the product or service pitch used by the sales team.
Clear communication and cooperation between departments is essential for an effective marketing and sales process.
Examining the types of relationships that can be developed between these two teams is the first step to fine-tuning the dynamic.
– Indeterminate: If the relationship between sales and marketing departments is ambiguous it can create an ideal environment for conflict to thrive. Each group will be devoted to fulfilling their own agenda rather than tapping into the benefits of a cooperative process.
– Established: Rules and processes are outlined between the two groups to prevent misunderstandings and animosity. Salespeople and marketers are aware of their separate job functions and the ability to improve processes is enhanced.
– Aligned: This type of relationship involves more flexibility as well as shared training and planning. There is a greater level of understanding between marketing and sales in addition to overlapping goals.
– Unified: When marketing and sales teams have an interconnected dynamic they are able to fulfill goals in a manner that is beneficial to both sides. This usually involves shared metrics and an integrated culture.
Cultivating a unified process between sales and marketing can be achieved in a variety of ways but one common theme for success involves a shared story.
Leads are the chief element that tie sales and marketing together. Marketing is focused on creating interest and finding qualified prospects. These leads are then handed over to sales where they are converted to generate revenue.
What is the story that is being relayed to your customers? Is there a seamless transition between the marketing and sales pitch or does it result in confusion and failed conversion opportunities?
If marketing and sales are not in agreement about the story that is being pitched to prospective customers then conflict, missed opportunities and unhappy customers are inevitable. Sales and marketing teams that work together can bridge the gap between prospect needs and interests and then tailor the story to match them.
When sales and marketing are out of sync both groups tend to engage in ineffective strategies, which negatively impacts corporate performance. As the gap between the two departments begins to close, companies will often experience considerable improvement in performance metrics and overall growth.
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