Gone are the days when sales and marketing were treated as two distinct elements of an organization. That’s because both departments are chasing the same goals and companies that want to drive more business must synchronize these to establish cohesiveness and joint purpose.
With a misalignment of your sales and marketing efforts, your performance suffers, sales opportunities are missed, and marketing’s ability to nurture and qualify leads is negatively impacted.
Here are four ways to sync marketing and sales activities in your company and boost results by helping them work together for the benefit of the brand.
1. PRIORITIZE COMMUNICATION
If you want your teams to operate to the best of their abilities, they must talk to one another, both in and outside meetings. It’s a good idea to also create an internal resource that clearly presents how the two teams can help each other by working as one.
2. ASK FOR IDEAS FROM BOTH DEPARTMENTS
At the end of the day, both marketers and salespeople are trying to do the same thing: grow the company, get more customers, improve overall reputation, etc. The single difference is the direction from which an idea or a solution comes. Ask for the opinion from both departments—you might discover something unique that adds to the discussion.
3. CREATE COMMON GOALS
Establish some common goals that both teams can work on together. For example, increase conversions by developing a sales funnel or improve social media campaigns to drive interaction and build stronger relationships with influencers. By working together you will see better results.
4. USE INFORMATION FROM BOTH SIDES
Use the expertise from both teams in order to get a much bigger picture when deciding on your plans. Sales know customers, marketers know demographics, and by combining the information from both you can create much more effective campaigns that can drive growth and conversions.
Today—more than ever—marketers and salespeople must make collaborative efforts in order to stay ahead of the ever-changing business environment. A combined and communicating sales and marketing department is as effective as it is crucial to your success.
Mr. George Khayat is a partner with Meirc Training & Consulting. He holds a bachelor of science in management from the Lebanese American University, a master in marketing and communication from ESCP-EAP University in France, and is currently completing a master of science in management from St. Joseph University in Beirut. George is a certified marketing analyst (The Graduate Board of Management, USA), a chartered marketer (Chartered Institute of Marketing, UK), a certified Lego® Serious Play® method facilitator, and a certified sales professional (Sales Training International, USA). He is also certified in Action Selling® (USA) and Guerrilla Marketing (Australia).More
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