Over the years, we’ve seen the challenges of marketing and sales not working as ‘hand-in-glove’ as they should. In retail, that means making sure when you’re promoting a product, the shelves are filled with product when people come in. If you’re a hotel or resort, it means running promotions when you have a need, not when the rooms are already booked. If you’re in a professional service, you know you need to develop specific proposals to win business, and if you’re not writing enough proposals, you’ll not get the results you need.
With larger organizations, there seems to be this constant tug-of-war—more conflict and less trust between marketing people and sales staff. Some believe that marketing is analytical, strategic and long term, while sales is personal, tactical and short term. But this should rarely be the case. Why set up an adversarial relationship? Getting marketing and sales aligned to clearly understand goals will make both short-term sales and long-term success possible.
Marketing is the leads’ driver. Working backwards to understand how many ‘top of funnel’ leads you need to make sales goals is critical for everyone to know and agree on. Streamlining your process with better coordination and collaboration will result in a more positive work environment and more highly productive sales results.
So let’s get marketing and sales working like a well-oiled machine. Here are a few thoughts to bring your teams closer together: