Why Sales and Marketing (never) gets along

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People still tend to get confused between sales and marketing as both departments have similar objectives. It is also true that both the departments will be handicapped if they are meant to work alone. The major reason being marketing people tend to address a segment of prospects at a time where as sales folks look at it in terms of individual prospects and their needs.

Traditionally these two departments work in a much synchronized way. Marketing departments typically creates a campaign, executes it and generates leads via form filling. Once the lead is generated – sales department is supposed to follow up with prospects (who are interested) and close the deal.

But there are many factors that affect a prospects buying decision, so it’s not necessary that a buyer follows the same buying pattern. A buyer’s decision is becoming more complex. If a buyer already has a similar product/service that we are marketing then there is a bigger gap. We need to create a compelling story and an incentive for the buyer to get his/her attention.

But with a common objective of getting new customers on board, both sales and marketing teams can work in harmony to play their roles in sync. Sales always expects more and more leads out their marketing counterparts and the Marketing team always expects a timely and aggressive attention to the leads that they bring to the table. Let’s discuss some ways how a sales team and a marketing team can work in harmony toward the same goal.

  1. Sales teams with their day to day learnings can provide valuable inputs to marketing thus helping them in instrumenting better yielding campaigns.
  2. Marketing team should engage with the sales team to look at the analytics of each campaign and its result before strategizing the next campaign
  3. Identifying the target audience for each campaign based on the past successful sales conversions is a key aspect in making a marketing initiative successful.
  4. Timely communication of current lead status is imperative to keep the pulse ‘ON’. For example if Sales drops a lead due to “No budget or Timeline” – it does not become a bad Lead. Timely communication of this status to the marketing team can help in running a relevant nurture campaign and to re-qualify them when appropriate…
  5. Marketing team’s intelligence on prospect behaviour can provide a sales team with the ammo to better their pitch.

In a nutshell – It is very important for Sales and Marketing to trust and appreciate each other’s efforts. At the same time it is essential to cultivate a healthy competition between the two groups to achieve the common goal!

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