For some time now, the trend has been going away from the traditional sales funnel towards an integrated customer experience approach. However, sales and marketing teams still too often work alongside each other in data and information silos, the lack of communication between them causing redundancies and overlaps, stifling customer experience. In the following article, we are taking a closer look at 4 ways to intensify the collaboration between sales and marketing, from first touch to closing the deal.
Sales and Marketing: Growing Together
From awareness to interest, to intent, to decision to finally closing the deal. Modern technologies and social media have fundamentally disrupted the traditional dynamics and processes of the sales funnel, with the customer’s journey often starting when searching for a keyword before they develop brand awareness; or evaluating products or services via online platforms before their purchase intent even becomes apparent. Here, we have 4 ways on how to promote closer collaboration between your sales and marketing departments, in order to drive your company’s growth.
It’s easier to pull your weight with shared goals. That’s why in a first step for a growth oriented collaboration, marketing and sales should be issued with shared goals and KPIs, such as certain turnover goals or an increase of conversion rates. Shared goals require and foster some more intense communication and collaboration across sales and marketing departments.
CRM platforms include business relevant client and campaign data. As a central database and information source they facilitate planning, operational implementation and analysis and thus a concerted effort from sales and marketing. CRM technology spans from basic and low-price to highly complex systems requiring high investment. Your chosen platform should cater for the following requirements, though:
- Comprehensive customer information
- Sharing marketing and sales relevant content such as case studies or white papers
- Tracking operational sales and marketing processes such as lead generation, etc.
- Data for sales and marketing campaigns
- Central source of channel-related information (e. g. online marketing, social media, mobile)
Shared dashboards which are accessible to the two teams allow them to have an overview of shared goals and current performance. This not only means more information but also additional motivation for the often quite competitive sales teams to push that bit more to reach the goals shared by all. It is also the place to put up incentive promotions, where the teams can track progress and celebrate their successes.
Sharing and Utilizing Strengths
Thanks to being directly in touch with their clients, sales teams often are at the pulse of the industry and thus a valuable source of information for the marketing team’s planning and segmentation processes as well as campaign operation. At the same time, highly personalized marketing material and micro-targeted campaigns support the sales teams’ pitch even better. In short: marketing and sales teams who appreciate each other’s strengths and put them together, are a win-win for your business.
Closer collaboration between your marketing and sales teams is essential to your company’s growth. The most important steps to promote the alignment of your teams:
- Set shared goals to foster collaboration
- Utilize shared technological platforms
- Create shared dashboards for easier overview, motivation and tracking of goals
- Appreciate each other’s strengths and bring them into a shared process