Often considered the Hatfields and McCoy’s of the business environment, sales and marketing are two dueling teams that really just need to get along and call a truce. Now, more than ever, marketers and salespeople need to make collaborative efforts to stay ahead of the ever-changing business environment. A communicating sales and marketing department is as effective as it is imperative to success.
Some questions that should be asked about items that need to be in-sync are as follows:
- Prospecting and lead generation
- Are nurture streams being effective? Do they need to be tweaked?
- Is marketing holding onto leads too long? Or, not long enough?
- What feedback are you getting from your sales team?
- Is the most relevant collateral being used to groom and grow leads?
- Are prospects receiving that collateral?
- Sales technique
- What touch points and marketing materials does the sales team need to close deals?
- Is the sales team making the right number of touches to prospects?
- Has the sales team been informed of all pertinent details regarding the prospect that will best expedite the sales process?
Customer relationships and ultimately, generated growth and revenue depend on sales and marketing working together. A successful interdepartmental exchange between these two teams encourages communication, feedback and clarity about each other’s responsibilities and actions. Perhaps most importantly, what is your customer base asking for? The insights your sales team gets from conversations with prospects is some of the best data a marketing team can receive. Encouraging sales and marketing to deliver feedback, drives home the value of teamwork and the potential to serve.
The 2016 Harvard Business Review article, ‘Ending the War Between Sales and Marketing’ best describes the results that come from a well-nurtured relationship between sales and marketing:
Carefully planned enhancements will bring salespeople’s intimate knowledge of your customers into the company’s core. These improvements will also help you serve customers better now and will help you build better products for the future. They will help your company marry softer, relationship-building skills with harder, analytic skills. They will force your organization to closely consider how it rewards people and whether those reward systems apply fairly across functions. Best of all, these improvements will boost both your top-line and bottom-line growth.
How is your sales and marketing team working together to achieve optimal results?