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

<i>The Business of Database Marketing</i> covers all the bases for the typical business reader.  It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing.  It will be the one easy-to-read and easy-to-understand guide for putting database marketing and customer relationship management to productive use for every business. The Business of Database Marketing

The Business of Database Marketing covers all the bases for the typical business reader. It even includes a catalog of the 37 “Best Practices” and a roundup of some of the major “Dos and Don’ts” in making business sense of the world of database marketing. It will be the one...

ORDER NOW

 

SPONSORED CONTENT

MORE ON MARKETING STRATEGY >>

FROM THE BOOKSTORE

PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

This comprehensive report also offers three in-depth case studies, so you can see practical examples of how these methods worked for real-life businesses. "The Ultimate Guide to Email Marketing" is an essential tool for any business that ever sends an email. 

<b><u>100% Money-Back Guarantee</b></u>

Your order is risk-free. If you are not completely delighted with “The Ultimate Guide to Email Marketing,” notify us within 30 days for a complete credit or refund, no questions asked.

<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

ORDER NOW

(PDF Download)

Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars.  

<b>In <i>"The Art & Science of Multichannel Fundraising" </i> from DirectMarketingIQ, the roadmap to that "perfectly integrated mix" is thoroughly laid out in over 130 pages -- <u>it's specifically created (and priced) for nonprofits</u>. </b>
  
First, 9 chapters from leading fundraisers give you the latest best practices in multichannel fundraising, including how to:  

• Choose the right channels for your campaign 
• Develop creative that works across multiple channels 
• Revitalize the direct mail component of your multichannel mix 
• Make sure email plays its increasingly important role perfectly 
• Seamlessly integrate mobile marketing into the fundraising campaign 
• Boost your online strategy with social media 
• Create a multichannel donor renewal campaign 
• Figure out that you're doing right — via testing and results measurement 
• Use all the pieces of the multichannel puzzle  

Second, in 8 robust case studies, find out the secrets behind multichannel fundraising campaigns that worked.

About DirectMarketingIQ
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the marketers’ go-to resource. Publishing books, special reports, case studies and how-to-guides, it opens up a new world to those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data – including the world’s most complete library of direct mail as well as a massive library of promotional emails across hundreds of categories – and producly produces content from the most experienced editors and practitioners in the industry.

<b>Note: You must have Adobe Acrobat Reader in order to read , The Art & Science of Multichannel Fundraising which is in PDF format.</b> The Art & Science of Multichannel Fundraising

(PDF Download) Direct mail, email, mobile, social media, video, search ... the marketing landscape can either be a minefield where mistakes can kill campaigns, or a perfectly integrated mix of channels that maximizes the reach of the message and gives a nonprofit the best chance to capture more donor dollars....

ORDER NOW

 

COMMENTS

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