marketing, Digital marketing, strategy, Sales, Digital Strategy

Why your sales and marketing teams need to work together

Why your sales and marketing teams need to work together

Sales and marketing are two key departments which, across the last 2 decades, have gone from the best of frenemies to a united front.

The Facts

  • Misalignment between sales and marketing technologies and processes costs B2B companies 10% of revenue or more per year.
  • When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates.
  • 95% of buyers buy from someone who gave them content at each stage of the Buyer’s Journey.

In the old days…

Historically, sales and marketing were two separate components working on the same production line. The role of marketing was to find potential customers, entice them enough to convert into leads and then pass them on to the sales team. Sales would then take over and aim to convert those leads into customers.

What changed?

Due to an acceleration in the amount of information available to both businesses and consumers, driven by the rise of the internet, the market today is more transparent than ever. This has lead to customers becoming more savvy and readily open to shopping around. Businesses therefore have to do more to attract and retain these customers by improving the whole experience. To achieve this, sales and marketing have begun working ever more closely to ensure a seamless journey for the customer.

How can sales and marketing work better together?

It’s important that your business is well positioned to take advantage of the benefits of sales and marketing coherence. Here are 4 key ways your business can benefit:

1. Sharing of information

Your sales and marketing teams should have access to all of the same data to inform their decisions and provide a foundation to their tactics. Implement a CRM system that works for both teams, such as HubSpot or SalesForce, and enable them to have all of the information they need readily available. This will also allow the two teams to share updates throughout each customers’ journey, allowing both departments to tailor their interactions accordingly.

2. Ideate together

Sharing data and information is great, but it’s only the first stage of the process. The next is planning what action to take off the back of the data and prioritising what to do next. Each department will have varying opinions, experience, and ideas on this matter, so the best solution is to get the two teams together to share and discuss ideas.

3. Share successes and failures

No matter which industry or profession you are in, if you want your business to improve, it needs to learn. Learnings can be taken from successes, but often the most impactful learnings come from failure. Encourage sales and marketing to share their experiences, both good and bad, so that they can learn from one another. This will benefit the business and the customer, whilst also building trust and a strong working relationship between the two departments.

4. Content collaboration

Sales and Marketing need to work together when it comes to content creation because it’s a great way of initially engaging leads, driving them through the sales funnel, and then converting them into customers. In the early stages of the sales funnel, when engagement is key, marketing will be working on attracting high-quality leads through intelligent creatives, while sales need to feedback on if these leads are actually any good so that any relevant adjustments can be made to the content.

As we move through the sales funnel this dynamic shifts, with sales requiring content to support them in overcoming objections. It is the responsibility of sales teams to feed back what objections they are facing so that any marketing material (and content) can answer these questions accordingly, before it’s even mentioned as an issue. This requires constant contact, analysis, and a strong working relationship between both departments to achieve successfully.

Why is this important?

For sales…

When sales and marketing are converged, sales teams have access to all of the data and insight that marketers have access to, thanks to the connected CRM systems, supporting them in their sales process.

For marketing…

The key function of marketing is to deliver the right message to the right person at the right time. With insight into interactions between leads and the sales team, marketers will be much better informed. If the marketing team are able to see that a prospect is in deep conversation with sales about products A and B, they’ll be able to tailor their communications to be more effective in that buying decision. Similarly, if they know certain consumers are taking a dislike to a particular product, they can stop wasting time and budget trying to push that product to those consumers.

The marketing activity as a whole will be more informed, time and budgets can be better spent, and consumers can be targeted more specifically and engaged with more effectively.

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Jack Kennedy
Jack Kennedy
Jack is the founder of Invanity marketing and has worked in digital marketing since the age of 17. Having been involved in both the client-side and the agency side of the process he is building Invanity with a vision of creating a marketing agency that truly delivers on the results it has promised.