Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

How Marketing and Sales Can Bridge the Gap

March 31, 2014 By Bill Johnson
Get the Flash Player to see this rotator.
 

History is littered with love-hate relationships: England and France, Scarlet O'Hara and Rhett Butler, Nicole Richie and Paris Hilton, to name a few.

I'd like to add sales and marketing to the list of friend-enemies.

The sales-marketing "frenemy" relationship is ingrained in many organizations, and there's plenty of blame to go around on both sides. Marketing is notorious for providing questionable leads to the sales organization, while sales reps are known to hastily dismiss leads from marketing, often without placing a single phone call.

This finger-pointing doesn't help move the organization forward, and can actually sabotage a company's bottom line.

Having worked in many sales organizations, I can confidently say that the folks in both marketing and sales mean well. However, most organizations suffer from a lack of alignment that makes for an adversarial relationship.

Can't We All Just Get Along?
Marketing automation solutions can help force alignment by making both parties accountable to each other.

This starts at the executive level with goals. Sales and marketing goals must be specific and measurable, such as "10 opportunities in Q1 with a pipeline value of $100,000." Most marketing automation systems will allow the delineation and measurement of specific goals.

Once goals are set, execute a campaign to a targeted group to assess the readiness of marketing-generated leads. The program should include typical tactics, such as email nurturing, webinars and collateral. Score the leads to determine if they are ready to be passed to the CRM system and assigned to a sales rep.

The marketing automation system should interface directly with the CRM system. This is where most gaps exist between marketing and sales. Once leads are qualified, they should move to the CRM system or prospecting software to ensure that sales reps are following up.

Since each sales rep does things differently, it's helpful to have a solution that automates and choreographs outbound sales tactics, so each lead is followed up on using the same cadence and the same amount of effort. For example, one sales rep may make one phone call and give up, another rep may only send email, and a third may make five or more calls before stopping.

Coordinating all sales efforts with defined steps makes sales reps accountable and helps sales and marketing managers better understand the health of the list, which sales and marketing tactics produce the best results, and what training might be needed to overcome obstacles.

 

Companies Mentioned:

SPONSORED CONTENT

MORE ON DATABASE, LISTS AND CRM >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

Written by Millennials about Millennials, Cause for Change: Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within Cause for Change: The Why and How of Nonprofit Millennial Engagement

Written by Millennials about Millennials, Cause for Change:
Examines how Millennials communicate, volunteer, take action, influence their peers, and choose to give their time and moneyExplains how Millennials view their role in the workplace, and how their approach is re-shaping nonprofit culture from within...

ORDER NOW

Reading The Ultimate  Insider’s Guide to Winning Foundation Grants is like peeking at someone’s  secret diary or personal email.  You feel  guilty.  This is privileged information.
Only in this case Martin Teitel WANTS to reveal everything  to you. A
 long-time foundation CEO, he’s fed up with the smoke and mirrors of  
grant seeking. Ultimate Insider's Guide to Winning Foundation Grants

Reading The Ultimate Insider’s Guide to Winning Foundation Grants is like peeking at someone’s secret diary or personal email. You feel guilty. This is privileged information. Only in this case Martin Teitel WANTS to reveal everything to you. A long-time foundation CEO, he’s fed up with the smoke and mirrors of...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: