- Sales and marketing are two sides of the same coin.
They both lead to revenue generation,
and they both need to keep their focus on the customer.
Research shows that teams that successfully align sales
and marketing generate 32% more revenue,
retain 36% more customers,
and achieve 38% higher win rates.
But sometimes these two departments can seem at odds.
Sales can be frustrated when they feel like marketing
doesn't bring them enough qualified leads.
Marketing can complain that sales lacks strategy.
But it's important to have both departments
on good terms, on the same page,
and working towards shared goals.
Let me show you how you can do it.
One of the first things you need to do
as a sales manager is align goals and strategies
with marketing leadership,
ensuring the two departments are working together
towards the main goals of the company.
And they only way to work hand-in-hand
towards the same goals is if interdepartmental
communication is on point.
One key element for clear communication
and understanding is that both teams
must be aware of each other's strategies,
and what's important to them.
A way to build awareness is to have new hires
from either department meet with people
from the other department and learn about their goals
and what they're doing.
So have new sales people sit with marketing people,
and have new marketing people do ride-alongs
with the sales team.
You should also let members of the marketing team
listen in on sales calls as the customer
goes through the funnel to give them an idea
of how the sales process works
and get a firsthand understanding of prospects
and how they develop.
At the same time let your sales teams give input
and ideas for marketing projects.
After all, who knows the customer better
than the sales team.
Another thing that contributes to open communication
is to bring both teams together for regular meetings
so that they can align their goals
and strategies regularly.
Team building activities are also a great way
to create chemistry and alignment.
Whether it's happy hour in the office
or attending an industry conference,
allow your marketing and sales teams
to spend time together in casual settings.
Shared lunches, outings, and celebrations
are other great ways to keep both teams happy
and supportive of each other.
When sales and marketing are aligned
you can drive your KPIs.
For example, you can increase the lifetime value
of customers if when the sales team
acquires a new customer your marketing team
shifts their messaging towards retention and loyalty
in their customized communication with that customer.
This can improve the chances
that the customer tries new products,
or upgrades what they already have from you.
Now, think of your own marketing and sales departments.
Write down three specific ideas
to better align the two departments.
Use these strategies to give your sales
and marketing teams a shared mission and message.