Marketing and Sales Team often compete in companies. If revenue drops, salespeople may blame marketers for low-quality leads, and marketers may link to outdated sales scripts. Will site visitors become buyers of the product? Marketers may respond by simply driving traffic. To properly distribute the tasks of these departments.
it is important not to forget that they have a common goal – to attract relevant customers. The difference between teams is that they work at different levels of the funnel. Sometimes employees spend too much time understanding this, and disagreements in the team always carry an increased risk for the business, especially in times of crisis.
Table of Contents
Tasks of Each Department
- To acquaint potential customers with the goods and services of the company. Even if they haven’t heard of the brand before.
2. Encourage people who are already familiar with the company, but have not yet become customers to buy.
3. Maintain a loyal customer base and invite them to recommend the brand to friends and colleagues.
It is not Always Possible to Interact
In reality, we often encounter situations where there is no mutual understanding between marketers and sales managers, for example, in The Brand Marketing Ideas for Small Businesses
- The marketing department held an online event for new customers with the obligatory condition to register for the webinar and provide a phone number or mail. If after the event the sales department does not process the collected contact base, it is unlikely that the webinar will be able to recoup.
- The marketing department sent out a mailing to current clients and offered a 50% discount for the next 3 months if the client agrees to the prepayment. If the sales department does not call customers and does not process the responses to the newsletter, then it will turn out to be unprofitable.
- The marketing department launched targeted advertising to attract new customers on special terms and invited them to call the sales department for details. If the sales department does not know exactly what conditions to offer, becomes reluctant to respond, or makes mistakes, then the budget for setting up and financing the advertising campaign is wasted.
Therefore, the sales department is required not only to efficiently process the leads that marketers bring but also to form their requests for marketing campaigns. By understanding customer needs, marketers will help the sales team create new entry points, which ultimately will lower the cost of customer acquisition.
Start a process of productive dialogue between marketing and sales teams. In an ideal world, it should happen every day. During the dialogue, teams need to exchange information about their plans, the focus of work, strategies, and ideas. An important aspect is the assessment of the effectiveness of work, materials about the product, channels of communication with customers, and successful or failed experiences.
The salesperson may not be a marketer, but he needs to understand exactly what the marketer does in the company. Likewise, the marketer needs to have an understanding of the salesperson’s job. Start a “Stay in My Shoes” project, in which, for example, a marketer spends an hour or a shift performing salesperson tasks under the direction of a sales manager. Conversely, a salesperson in the marketing department.
To Optimize Collaboration Top Rules
In order for the interaction between marketing and sales departments to be close to ideal, it is better to adhere to the rules:
at joint planning meetings or in chats, representatives of the departments discuss and agree on marketing activities that can help the sales department to attract new customers;
the marketing department implements these activities, and transfers lead to the sales department (preferably automatically, so that they are immediately loaded into the CRM system);
the sales department immediately processes leads while there is a hot demand.
Removing any of these steps makes the processes less efficient:
Marketing conducts activities without the sales department
In this case, salespeople may not be ready for an influx of customers, or simply not be aware of the essence of the offer. This will cause negative feedback from clients due to time delays or the quality of work within the team.
Marketing is active, but sales are not getting leads.
The reasons can be different: from problems in integrating with a CRM system to banal forgetfulness. In this case, the sales department will have nothing to handle.
The sales department does not give feedback on qualitative customer
Then marketing will not know what activities to focus on in the future, and the result of subsequent campaigns will be less predictable.
The marketing department does not consider the profitability of the activities.
This leads to too high customer value or to the loss of the campaign itself.
Communicate, Share Opinions, and Ask for Advice.
With an open and friendly approach, the likelihood of success is much higher than when each employee is “for himself” and refuses To Accept The Mutual Team responsible for the result.