12 Jul |
Uniting Sales and Marketing Under One Umbrella |
Sales and marketing must work together to convert lead generation activities into a loyal customer base
Almost everyone’s complaining that business is tough. But a closer analysis of the low sales volume experienced by many businesses today shows a strong disconnect between their sales and marketing initiatives. The gap between B2B lead generation, conversion and CRM occurs because sales and marketing departments function as independent units (often at odds with each other). Instead, they should be working together to close the deal and cement the relationship.
Companies that have aligned marketing and sales goals are the ones that get results. There is no definite point at which marketing stops and sales begins. Simply stated, sales and marketing must work hand-in-hand from end-to-end!
How do you get sales and marketing to join forces?
- Integrated marketing: This involves integrating all marketing and sales tools, activities and resources to convert leads into customers. Online or offline marketing and sales efforts must convey the same message and level of intensity in order to be effective. In other words, lead generation, sales promotion and lead management must share common goals and strategies to increase efficiency.
- Sharing resources: Sales cannot be successful without focused marketing efforts. Similarly, marketing effectiveness is linked to sales volume. With resources and budgets being stretched the way they are, it’s best for both teams to share existing tools and strategies. As mentioned in a previous post, collaborating inbound and outbound marketing will help maximize ROI and lower customer acquisition costs.
- Mapping results: The success of any business initiative is determined by quantifiable results. Marketing and sales must document, analyze and share the results of their efforts. Transparency and full visibility of initiatives between these departments helps determine whether lead generation, management and CRM are generating sales.
Any interesting thoughts on how to integrate marketing and sales? Please leave a comment below.
Paul Yetman on Mon, 12th Jul 2010 12:40 pm
In my experience, this disconnect happens at the top with senior execs not understanding how marketing and sales can – and should, work together to grow the business. Symptoms of this disconnect are: 1. sales and marketing plans are crafted in isolation (or not at all), 2. there is no shared accountability for performance targets, 3. role ambiguity – sales is doing marketing and marketing is doing sales, 4. little or no collaboration on targeting, bids, implementation, post-sale customer care. The list goes on… You need a top-down approach to change this mind-set or sales will continue to chase “leads” and marketing will continue to churn out pretty brochures that miss the mark.