How Sales and Marketing Intersect
Sales and marketing departments are usually separate in many organizations. Even though segregation of departments is necessary, it leads to confusion in the organizations. Among the many programs of marketing in organizations are branding, market research, advertising, product development, web content and social media. Sales people on the other hand concentrate on promoting leads by customers, qualifying those leads and taking charge of the sales line.
Although sales and marketing have sharp differences, they are charged with related activities which are ensuring that the customers are satisfied and also growing the revenue of business. Spanning the bridge between the sales and marketing departments is therefore important. The two departments should work together to achieve common goals.
Below are tips that can help a business unify sales and marketing. Both the sales and marketing departments should start by communicating in one language. A joint agreement with the organization on what constitutes a qualified lead should get established. There happens a creation of a consensus which has important terms to focus on an organization’s marketing activities as well as a detailed customer profile. A focus of people with no purchase powers by the sales team may make their efforts futile and as a result, ends up placing marketing teams in the wrong places.
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Organizations could also come up with a mutual plot. For better outcomes, the two departments should come together since the sales team interacts more with clients. The method chosen by the organizations should elaborate the client’s buying process and the best ways of influencing customer decisions.
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There should be a quantification of both activities and outcomes. Sales and marketing departments should get encouraged to revamp their analytics as well as come up with agreed-upon metrics to aid in accurately quantifying the results of sales and marketing processes.
Staff in the two departments could also get interchanged for a period. Many tensions that arise from the sales and marketing departments result from misunderstandings on the functions of each department. This issue could be solved efficiently by marketing team members acting as salespeople for some time. When this is done, marketing team members right from top executives to junior staff get to know how to make contacts with customers, how to develop leads and making follow-up calls to influence buyer decisions.
It is important to emphasize on the sales representative’s depth on customer experience. Sales personnel have knowledge on what the target customers like most. Sales representatives ought to share such information with the marketing department. Equipped with this knowledge, the marketing team gets in a position to give the sales team all tools possible to succeed in the field.