How Sales and Marketing Teams Can Work Together and Play to Win
In many organizations, sales and marketing teams aren’t even showing up at the same game let alone playing on the same team. Today, more than ever, sales and marketing must be aligned in order for organizations to succeed. Your business can’t play to empty seats. This is the bottom-line reality for every organization, and should be at the core of initiatives for every department. It’s not enough for sales and marketing to take ownership of their share of the customer process. They must accept accountability for creating and improving the entire workflow, from lead generation to conversion.
A better scoring system
Sales and marketing have different objectives and are measured by different scoring systems. This disparity results in teams watching their own performance without respect to how it impacts team play. Marketing may be tasked with and measured on generating a specific total number of leads and/or achieving a specific cost per lead, while sales is held to the fire on converting those leads into customers. Measuring on a cost-per-acquisition basis aligns sales and marketing objectives and puts the focus on quality of leads rather than quantity.
Don’t drop the baton
Olympic relay teams have experienced heartbreaking defeat when they failed to smoothly pass the baton from one runner to the next. It doesn’t matter if you have a team of top performers if they can’t connect their efforts and hand off the baton without dropping it. Marketing teams run the first leg of the race. They set the pace by creating and implementing messages that drive prospects into the lead funnel. Sales teams are charged with the anchor leg and crossing the finish line with new business. If your organization has no idea what happens when the baton is handed off, it runs the risk of wasting money and resources.