Sales and marketing should go hand in hand. These two groups are responsible for different, yet collaborative, aspects of the overall selling process. When united, sales and marketing can realize a 20% annual growth rate. But too often they have a contentious, conflicted relationship because they both generate revenue.
In many organizations, marketing asserts that sales is doing a poor job of following up on leads. Meanwhile, sales complains that marketing provides bad leads. A Harvard Business Review article cited that a shocking 87% of sales and marketing departments had negative opinions about each other.
If you’ve noticed that your sales and marketing teams aren’t quite on the same page, then taking the necessary steps to align the two are probably in your best interest. Let’s look at some of the benefits you’ll see from aligning your sales and marketing teams.
Top 4 Benefits of Sales and Marketing Collaboration
1. Knowing the Customers & Prospects
When sales and marketing cooperate the result is a shared understanding of buyer behavior. To ensure that salespeople in the field are on the same page with those in the office, marketing should absolutely receive ongoing feedback from sales about their concerns and needs, as well as the top questions from leads.
2. Creative Content
When sales and marketing have a mutual understanding of buyer behavior – based on learning from each other – a company’s creative content can give sales reps the marketing collateral that makes a real impact: one-sheet, FAQs, web pages, blogs, social media posts, etc.
3. Clearer Goals
Everyone should be on the same page and understand how sales benefits marketing and how marketing benefits sales. Specifically, marketing needs to understand what makes a quality lead for sales, and sales needs to learn about their company from a marketer’s point of view. Ultimately, both teams need the same goal – to increase company revenues.
When everything is transparent and expectations are clear, both sides will be more accountable for their role in the company’s overall success. Reporting tools, like daily dashboards and detailed monthly sales and marketing reports show clear lines of accountability.
Get Started Today
Ready to get started on one of the biggest opportunities for improving your business performance today? Sales and marketing collaboration should begin with a plan – have a meeting with key people from each department:
- Talk about customer needs / target personas
- Make it an open dialogue
- Invite everyone to contribute in some way (not just managers but those actually on the front lines)
Also, regularly share information between the two departments. This includes new marketing campaigns being launched, new sales goals being met, and small and big wins across the departments. And, to further drive alignment between sales and marketing, be sure to highlight the times when they’ve worked together.