The Value of Integrating Sales With Marketing
There is a saying that a sales team plays a critical role in a company’s growth by building trust and meeting customers’ needs. The job of marketing is to clarify who you are and why your audience should care about what you have to offer.
Both marketing and sales are aiming for the same result. This way of thinking will aid in the closing of any gaps and will facilitate the company’s path.
All too often, organizations find that they have a marketing function inside Sales, and a sales function inside Marketing. Both functions should be merged together and work as a single team.
The main rationale for integrating Sales and Marketing is that the two functions have a common goal: the generation of profitable and increasing revenue.
Marketing and Sales Alignment is critical for increased revenue and new customer acquisition
In fact, sales and marketing misalignment is the number one reason why an organization’s annual revenue stagnates or declines.
With that in mind, we’ve compiled a list of advantages we believe putting the sales and marketing teams together can provide:
Tip #1: Collateral
The marketing department provides the requisite sales collateral. Marketing’s job is to generate leads by creating advertising and social media campaigns, case studies, and trade show coordination.
Marketing collateral gives salespeople the tools they need to back up their pitches and imagine the benefits to prospects. Everyone wants to see it, whether it’s a short product video, a PDF, or a written brochure.
By incorporating input from the sales team based on potential customers’ opinions and responses, marketing will effectively attract leads. More impactful and meaningful content results from a closer partnership between the two departments.
Tip #2: Monitor Leads
Marketing initiatives can classify and monitor leads from various platforms using various methods, allowing the sales team to better analyze the information before making the first call. This is also important when it comes to activities, as it ensures that leads are properly handled and assigned to the appropriate salesperson.
Marketing generates leads, who then receive a sales call that closes the transaction and reports back to help marketers determine the lead’s performance. If a lead does not appear to be a good match, marketing will cultivate it until it is ready to move forward in the sales process.
Salespeople not only educate potential customers of a company’s product or services, but they also use their negotiation skills to remind customers of product features, service agreements, costs, and offers, among other things.
Tip #3: Assessment
When talking to a customer, the sales team will learn who they are up against during the sales process. They would be able to hear from a larger range of prospects by using communication technology to complete calls efficiently, resulting in a more accurate assessment. On these calls, the sales department has the opportunity to hear firsthand about the strengths and weaknesses on which they must capitalize.
This knowledge is then passed on to marketing, which uses it to create more effective strategies. Making it possible for the marketing to provide sales with relevant collateral and knowledge that is beneficial to them.
Tip #4: Communication
Communication is critical. Since everybody is in the loop and can participate, the more teams interact with one another, the better. SMS and Instant Messaging, which drive internal communication, are two features that make this possible. These messages can then be saved in your Customer Relationship Management (CRM) ensuring that no project or idea is forgotten. The opportunity to exchange ideas and knowledge becomes incorporated as marketing and sales work together.
Establishing a strong partnership between the sales and marketing teams will help both parties by streamlining communication and providing support. It provides a more fluid structure for structured communications when they are synergized.
Marketing communication refers to activities deliberately focused on promoting and offering among target audiences. Marketing communication is key to competing effectively, particularly in markets where competitors sell essentially the same product at the same price in the same outlets.
Marketing is usually responsible for the first few steps building customers’ brand awareness and brand preference, creating a marketing plan, and generating leads for sales. Then Sales executes the marketing plan and follows up on leads.
Tip #5: Marketing Managers
Marketing managers, in particular, need to know which businesses are the most formidable rivals based on the percentage of deals won. They often want to know who the sales force is most likely to compete against.
More specifically, marketing managers need to know which companies are the strongest competitors based on the percentage of deals they win.
Marketing managers also want to know which competitors the sales force most frequently finds itself competing against.
When marketing managers examine the marketing and sales efforts of their competitors, they are looking for their weak spot and strength.
Knowing this information can help a firm analyze its own competitive strengths and weaknesses and develop better marketing messages, sales strategies, offerings, or a combination of the three in which the marketing oversees marketing, sales, and sometimes customer retention and expansion. This can be very effective in achieving business goals and creating a seamless customer experience.
Tip #6: Incentivize
It’s a good idea to incentivize both your marketing and sales teams. But the approach for the marketing team has to be different. It can’t be commissions based on sales; instead, you should identify key performance indicators (KPIs) and create a bonus structure around them.
Of course, Marketing’s involvement in the sales funnel should be matched by Sales’ involvement in the upstream, strategic decisions the marketing group is making.
Marketing communication refers to activities deliberately focused on promoting an offering among target audiences by creating sales and marketing strategies.
When used by both sales and marketing teams, content marketing is highly effective at nurturing prospects through the different stages of the sales funnel Unfortunately, two out of three sales reps do not know what content to send to prospects – meaning that the content you create is probably going to waste.
Tip #7: Use Customer Feedback
After you’ve aligned your sales and marketing teams, one of the most powerful things you can do is look at the feedback you get directly from your customers, also known as Voice of Customer (VOC) info. Customer support and sales calls are the best times to collect VOC feedback because they allow reps to learn about potential customers’ pain points and motivations to purchase your products or services.
Tip #8: Collaboration
You’ll be able to uncover unique insights into the sales process, fine-tune and refine your sales and marketing relationship, grow new business opportunities, and increase profits by combining sales and marketing into a single department.
Collaboration between sales and marketing will help you understand who your ideal customers are, what they are looking for, and what their biggest challenges are.
There’s a lot to discuss here, from the benefits of sales and marketing working together to the specifics on how customers are already using this integration. Every company can and should improve the relationship between Sales and Marketing.
Effective marketing communication is goal-directed, and it is aligned with an organization’s marketing strategy and advertising campaign.
If businesses become overly reliant on sales growth through promotions, they can get trapped in short-term marketing thinking and forget to focus on long-term goals.
When marketing and sales work together with the same tools, they can maximize efficiency and move customers through the sales funnel as painlessly as possible.
Both parties need to understand how the marketing funnel works and how it can be combined with the sales funnel to create something new.
Coming up with a system that enables members of your customer service team to participate in customer service-related inquiries via social media will only make for a better customer experience.
As a rule, direct marketing tactics can be designed to fit marketing budgets.
Marketers failed to link advertising dollars spent to actual sales made, so Sales obviously couldn’t see the value of marketing efforts.
The most effective technology used by companies with high sales and marketing alignment is a CRM, followed by email marketing, analytics, and marketing automation.
Good salespeople offer advice, information, and recommendations, and they can help buyers save money and time during the decision process.
Salespeople not only inform potential customers about a company’s product or services, but they also use their power of persuasion and remind customers of product characteristics, service agreements, prices, deals, and much more.
The seller should give honest responses to any questions or objections the buyer has and show that he cares more about meeting the buyer’s needs than making the sale.
Attending to these aspects of personal selling contributes to a strong, trusting relationship between buyer and seller. That’s because the sales group’s worldview is shaped by the needs of its individual customers.
Integrating the sales and marketing processes of a business can be a game-changer.
Are you looking to improve your conversion throughout your entire buyer’s journey? Prime Marketing Experts integrated sales and marketing service is the perfect solution.