Two departments which are constantly fighting each other are sales and marketing. Both departments seem to be in an eternal competition to prove their greater value. However, within any small business, the rivalry between these departments could damage the long-term prospects of the organisation.
It doesn’t need to be like this. Sales and marketing have the same goal – to increase the revenue of the company. They just have different tools and strategies to achieving this.
Instead of being rivals, the two departments should be partners, looking to use their advantages to support the operations of the other. So how can this be achieved?
1. Sharing Of Data
This is the biggest advantage that the partnership between sales and marketing could bring an organisation. Marketing teams could share information of which prospects have taken an interest in offers, been engaging with content and are more likely to be receptive to sales calls.
Sales teams can also provide details of what prospects are saying to help marketing teams refine their message. It can also help marketing teams better segment their lists to provide more relevant content and offers.
2. Sharing Of Resources
The best businesses will look at reducing the cost of their resources, and there is no better marriage than sales and marketing departments sharing resources such as CRM software, office space and training.
Sharing of this information will improve the cohesion between the two teams, lower costs and improve results.
3. Agree On Unified Triggers
The perception of when a prospect is ready to buy will be different if both the sales and marketing departments are not united. This is a mistake, as when leads are sent to the sales department from the marketing team they could be ignored or worse, be at the wrong point in the buying process.
Instead, sales and marketing need to agree on a standardised set of triggers for when prospects are passed over to sales. This data should also include who is the ideal customer and what influences their decisions.
Without this, the potential customer can be confused as they will suffer from a mixed experience from the same brand.
4. Recycle Leads Back Into Marketing
Did you know so few sales people call a prospect more than once? Yet in today’s market, most sales are made after a prospect has had five to twelve interactions with a company. The trick is that when a prospect has been contacted once, it is for the marketing team to drip-feed them more information to determine when there is a change in the prospect’s need for the product.
Once their interactions have changed, the sales team can contact the potential customer again, and you can see the difference in the closing of sales.
5. Feedback Loops
One of the biggest complaints of marketing teams from a sales perspective is that the leads they provide are poor. While this might be so, it isn’t constructive feedback, and doesn’t help with improving long-term collaboration.
Instead, any feedback should be detailed and specific, just as you would give to any member of staff. This helps marketing departments to improve their processes, content, and change trigger events.
Likewise, marketing teams can provide information to sales teams to know when prospects aren’t suitable. Those that have no interest in, or need of a product but are marketed to are just a cost and should be removed from the system.
6. Marketing Can Improve Social Selling Skills
Social media is a big tool now for sales people. Yet sales people aren’t always the best social media users. Marketing departments can be the driving force behind a revolution in how sales teams use social media to better interact on social platforms with potential customers.
These training sessions can help your business be on the leading edge of the industry and help to attract and convert more customers.
Don’t Let Sales And Marketing Be Rivals
Don’t let your sales and marketing teams become rivals. They should be partners in the growth of your business and help your organisation to achieve the goals of the organisation over the next year. Start pulling the leaders of both teams together and figure out a way for them to integrate their operations.
How do you encourage both teams to work together? Do you see the advantages for your business?
Let us know in the comments below.