Do you run a small or mid-sized business? If so, does your business include both a marketing and sales department? Unfortunately, sometimes these two teams aren’t on the same page, meaning they work independently. As a result, a business isn’t as successful as if the two teams worked together. Here are four basic strategies on how sales and marketing teams can align or work together for optimal performance, instead of working separately.
Sales and Marketing Teams: How These Roles Differ
First, let’s define the roles of a sales and marketing team, along with how they differ. In most cases, the goal of a marketing department is to create interest in products and/or services, besides generate leads. This is generally done through means such as advertising, consumer research, pricing, and product development.
However, the typical goal of a sales team is to convert leads or prospects into real, paying customers. This entails direct interaction with prospects so that sales representatives can convince them to buy their products or services.
Why They Should Work Together
In a nutshell, for a company to succeed, their sales and marketing departments need to be aligned and not separate entities. When they fail to align, it’s usually because the teams have different goals.
But when a sales department and marketing department do work together, it makes their jobs run more smoothly and effectively since everyone is on the same team. As a result, the final goal is the same for everyone. Working together also helps in improving sales. Moreover, it leads to better campaign management, improved SEO, and higher-quality content.
1. Meet on a Monthly Basis
If your sales and marketing managers aren’t getting together regularly, now is the time to start. It’s a good idea to meet at the start of a campaign and then convene at least once a month. This is a time for discussing various problems each party is facing and sharing ways in which they can assist each other.
2. Speak the Same Language
It’s important that both departments “speak the same language”. In other words, they should agree on common definitions so that they can clearly communicate without being misunderstood. This is beneficial not only when interacting with prospects, but it also promotes better internal relationships within your company.
3. Make ROI the Responsibility of Your Entire Company
Rather than making ROI (Return on Investment) the responsibility for individual teams, give this responsibility to your entire company. This is a huge way to get both departments to look at the bigger picture, in addition to uniting them.
4. Set Up Closed-Loop Reporting
Perhaps you’ve heard of closed-loop reporting but aren’t quite sure what it means. Basically, closed-loop reporting involves a sales department reporting the results of leads they’ve been pursuing, regardless of if they have been successful in closing the leads. This type of information lets a marketing team see the sources of their most qualified leads.
Other Considerations and Warnings
- A marketing team should share any content they launch, as well as share a new campaign, with their sales team. By doing this, they’re encouraging a unified front.
- Don’t overlook the power of human relationships. One way to bond is by having a team offer to take the other team to lunch. Another suggestion is to get together for sporting events or other activities.
- The size of a company can be a factor for the extent that the two teams work together.
- Use the best marketing software for helping with lead generation and management.
- Be careful that your sales team and marketing team don’t approach the same contact twice. This means they need to coordinate their plans.
- When marketing and sales teams aren’t in alignment, several types of issues can arise, such as inefficiency, inadequate prospect information, miscommunication with customers, and other problems.
Do you need help devising an effective sales and marketing roadmap? At Kaizen, we’re passionate about showing small and mid-sized companies how to increase their sales. Please contact us or sign up for our newsletter.