Read my previous post about this @ Marketing and sales as lead management – part 1
The purpose of marketing is to produce quality leads for sales to turn into business.
Some benefits of a cross-organisation between sales and marketing:
When the sales manager can participate in the discussion about what campaigns to run, he and his team can communicate the right message to the customer, and meet them at the right time.
This will increase the sales hit-rate, and will help you create security for your potential customer.
Have you ever felt:
This supplier is so big that one department don’t know what the other departments does.
Does that feeling give you the security in feeling like the supplier will take care of you when you become a customer?
So communicate trough out the entire line the same message and help your customer feel secure.
2. Stay on course
It will help you stay on course with the overall strategy in sales and marketing.
Sales can help marketing with live feedback from the campaign and how its being greeted out in the field, and marketing can increase their own hit-rate in that specific target group, during the campaign, not after.
After the campaign is done, you wont be able to increase value.
Of course you should make an effort to learn from every campaign, but why not tweak during as well?
To put a salesperson on cold-calling an e-mail marketing campaign will be a lot more beneficial if sales get to effect the target group of that e-mail.
And if he also had the ability to effect the message out to the person he is calling, he will increase his hit-rate in those calls. Simple as that.
To send out salespersons to a exhibition and make sure they are on their toes will be a hole lot easier if sales got to pick the exhibition, based on marketings suggestions? Are you with me?
3. ROI(return of investment)
ROI(return of investment) is pretty much everything in this.
But to keep track of all your new channels, the dialogue between sales and marketing must work.
If sales gives marketing real feedback, they will get more out of every campaign. Talk, people!!
And create ROI with dialogue.
4. Relevance and Timing
Relevance is important to take potential customers from
Kinda know the company, but don’t know that there might be value for us
know the company and have a need
Everyone who have received a mail about a service that you have no use for, knows that relevance and timing is key.
If a salesperson calls you when you have a need for their service and helps you out, that will be beneficial for you as a costumer. And it will increase hit-rate for sales.
If the process streams work over the entire organisation it will save time and money.
So if we can unite in the idea; that this is better than what we are doing now, what are we waiting for?
The technology is there. The mindset is right and the customer is ready.
How do you as a sales manager experience your marketing today?
How do you as a marketing manager experience sales delivery after your campaigns?
If you don’t feel satisfied with your answer, you should start with a meeting internally.
Just be aware that you are not ALONE in feeling that there is a canyon between sales and marketing.
But if you feel like making money WHILE helping your potential customers in the BEST WAY,
you need to start looking at the processes of lead management.