The relationship between the sales and marketing arms of your business can either be mutually supportive, or a tension-filled struggle that leads to confusion and inconsistent results.
To engage today’s B2B customers and prospects more effectively, marketing and sales must collaborate across the entire customer journey in a way that’s meaningful to customers. If there are cracks in the process, buyers are more likely to fall through.
Re-imagining the way your sales and marketing teams work together is a significant effort. It’ll require substantial organisational change, as well as new processes and tools. But the payoff will be worth it. Read on for 5 key reasons why:
1. Meet your promises
Is your marketing team promising one thing and your sales team delivering something else? Even if your offering is good, customers will be disappointed and confused by inaccurate messages.
It makes your sales process look sloppy and chaotic and erodes some of the trust that your customers place in you when they enter into your sales process.
2. Understand your customers better
Your sales team works directly with customers every day, gaining insight into their needs and what they really want out of their products.
This information is highly valuable to the marketing team, who can use it to build more effective strategies. Likewise, your sales efforts can be greatly informed by insights gleaned from your marketing campaigns.
3. A more effective sales process
Your marketing and sales teams each deal with different parts of the leads process. When they don’t work well together, potential customers are neglected and opportunities are lost to bring them deeper into the funnel. This can have a big impact on how a prospect views your company.
If, for whatever reason, your sales process is currently not working, it could very well be a problem of communication. JBPRM can evaluate the pros and cons of your existing processes to help you to identify areas for improvement. We’ll then work with you to make sure you’re reach your full, strategic potential.
4. Goals are aligned
When the marketing goals of your company are the same as the sales goals, everyone is working together. Without that alignment, both teams are disjointed and unable to meet the needs of the other – simply because they lack the right information from each other.
Focus, direction and communication make the difference between an ineffectual marketing and sales strategy and a highly efficient one. Usually, there doesn’t need to be a great overhaul of processes; just a realignment of existing ones.
5. Measure more effectively and improve impact
Integrated sales and marketing teams share a wealth of data which can be used to improve operations and measure success. From a sales perspective, the sharing of data can make it easier to acquire new customers, and from a marketing perspective, more targeted campaigns can be run.
Information is the key ingredient for building a data-driven business model that constantly measures its own success and identifies new ways to increase the efficiency and impact of everything it does.
Both your business and your customers will appreciate the benefits of more integrated sales and marketing teams. JBPRM understands that cohesion across these areas will drastically improve the customer’s experience with your company, which is why all services we offer are designed to seamlessly fit with your existing goals and processes. Contact us to find out more.