I’ve worked with Marketing and Sales departments that operated in silos to the detriment to the organization and their goals. When this happens the result is lackluster sales results and a lot of finger pointing. Sales teams don’t get the quality of leads they need. Without market and customer intelligence Marketing isn’t able to build effective campaigns.
Revenue goals can be met or exceeded by making sure that Marketing and Sales teams work together in the following ways.
Set universal goals that everyone can work toward. Goals set the tone for decision making, prioritization, and success. Set clear goals and be sure everyone understands how they will have an impact on meeting those goals.
Involve both in the entire sales process. Share sales reports, and other data that will help Marketing evaluate campaigns and promotions and adjust them for better outcomes. There is no judgement to be made here. However, it will uncover ways to better generate leads.
Exchange competitive information. In their day-to-day responsibilities, both Marketing and Sales uncover valuable information regarding competition. Every bit of it is critical in clarifying your value proposition.
Share customer feedback. Sharing what customers ask or talk about when Sales is engaging with them sheds light on what is most important to them and can be incorporated into messaging. Similarly, if Marketing surveys clients, sales needs to be privy to the results to enable them to adjust their approach as needed.
Be on the same page. Make sure Sales and Marketing are consistent in their message relative to value, product features, benefits, etc. Strive for a unified brand and voice. If a customer is reading an email or following the company on social media and engage in a Sales call with a completely different tone and message, it’s off-putting and detrimental to the buying process.
Be transparent. Make sure Sales knows when Marketing campaigns are running, what they are saying, and what the results are. No salesperson wants to be caught off guard when a customer refers to a campaign they saw or responded to.
Collaborate. Analyze and measure results as a team. Each brings their own perspective that will help the team reach its goals.
Whatever it takes – holding regular meetings, issuing regularly timed reports, circulating updates – invest in a good working relationship between Marketing and Sales.