Their music is somewhat useless in the business world, but sales and marketing departments can learn something from N’Sync by listening to their name. The separation between marketing and sales has been ongoing for years, but with the always-changing marketing practices, this department needs sales to help with customer relationships more than ever. On that same note, people are slowly becoming more and more impatient because they are used to the speed of technology, so sales needs to work with marketing to help keep customers interested. Unfortunately, a common attitude when it comes to success is either “It’s Gonna Be Me” or “Do Your Own Thing,” but 2012 needs to bring more “I Wanna Be With You.”
N’Sync songs aside, more company managers need to put their time and focus on helping these two departments work together in harmony. I believe Mary Sullivan of KickStart Alliance said it best: “marketing provides the weapons, and sales fights the war. Ask any soldier – If you have unsuitable weapons, you’re going to lose the battle.” Consider a few of the ways marketing and sales can work together to bring your company’s success to a new level:
For the Sales and Marketing Teams—Say Bye Bye Bye to Separation and Hello to Collaboration
- Discuss the success of campaigns—Sales will be able to tell marketing where their sales are high and where they are low. Once marketing has this insight, they will know where they should be spending their time, thus maximizing revenue for the entire company.
- Share insights gained from customer feedback—Both departments get feedback from customers, and sharing this feedback will help the company to create a well-rounded solution to any problem a customer may face. In many cases, fixing the problem will require the collaboration of both departments.
- Consistency of the brand—Marketing works to create a unique brand in the eyes of their target audience. It is important that once potential customers are lured in by this “uniqueness,” sales can continue this vision. For example, if marketing illustrated a product to be cool and hip, sales would use this image to describe the product when customers want more information. Sales would talk about how awesome the product is, and avoid making the product sound old and sophisticated.
- Develop programs based on the sales team—If there was more communication, marketing could develop a program to help the sales team sell in the way that works best for them. For example, if sales told marketing that customers are interested in referring friends, marketing could create a campaign that encourages just that.
Communication is key when talking with customers or partnerships, and this should be no different when communicating within a business. Marketing campaigns could be significantly more successful if the marketing group worked in harmony with the sales team. It seems obvious, but this is still a problem in many companies today. If this describes your company, work with your teams to understand the importance of collaborating. If this is successful, well then, you “Just Got Paid.”
Photo credit contactmusic.com
Amanda DiSilvestro is a writer on topics ranging from social media to commercial vehicle insurance. She writes for an online resource that gives advice on topics including business insurance to small businesses and entrepreneurs for the leading B2B Directory, Business.com.