A rift between marketing and sales departments, usually over which group deserves the credit for company success, persists in, and thus plagues, many businesses. However, many forward-thinking business are poised to solve this division, according to a recent white paper from Televerde, a Phoenix–based provider of B-to-B marketing solutions, entitled Five Myths That Divide Marketing and Sales. Here are three ways Televerde suggests you bridge the divide:
#1 Articulate that each group has different goals.
While both marketing and sales want common outcomes—more sales, market share and customers—the timetables and metrics they rely on are very different. Marketing hopes to develop a brand over an extended period of time; sales tries to develop near-term revenue based on current demand.
#2 Stay on the same page—and “on brand.”
The generation, and passing along, of leads probably creates the biggest gap between sales and marketing. Marketing develops its materials based on its perceived perfect prospect, but sales may simply ignore both the prospect and brand image that marketing worked hard to create to close a deal.
#3 Respect the differences, but realize they’re working at the same “joint.”
Sales personnel greet the customer and serve the burger; marketing folks get the prospect in the joint in the first place. Both are fundamental activities to a successful business, but are managed by people with often very contrasting disciplines, personalities and even educational backgrounds. Sales needs more time to sell and negotiate; marketing seeks more opportunity to analyze and be creative with their marketing strategies—and they both should be paid accordingly.