How To Bring Marketing & Sales Together

Sales and marketing sounds like a match made in heaven. For marketing, they attract the customers to them, only for marketing to fence customers over to the sales team. Sounds like an awesome system right?

 

Wrong.

 

Although marketing and sales should be working together, that method doesn’t promote collaboration amongst other things. In the end, most sales reps unsatisfied with their marketing peers and vice versa.

 

Needless to say, there is a disconnection here and it can be traced back to a few key elements. Understanding and solving these problems as a company can help immensely in growing your business.

 

The Silo Mentality

 

The silo mentality as explained by Business Dictionary, the silo is a mindset present when certain departments or sectors do not wish to share information with others in the same company. This type of mentality will reduce efficiency in the overall operation, reduce morale, and may contribute to the demise of a productive company culture.

 

We can see that already in motion when companies have a disconnection between both sales and marketing. Marketers work hard in getting leads, however those who have no sales background don’t understand how to qualify a person. As a result, they send them over to sales only for the sales rep to figure out this person is a poor quality lead.

 

In order to break this disconnection you need to establish healthy communication. How you can go about that is up to you, however here are some methods to consider that can promote communication.

 

“Forced” To Change

 

The other issue is over the years marketing and sales has been changing a lot. It’s gotten to the point that the two are very similar in nature. With CMOs now being pressured to contribute to the bottom line, it’s necessary now for the two departments to get along. Or else there’ll be other larger problems.

 

The tricky part though is that people will resist change. It’s in our nature, even when we are forced by the industry to do so. And despite companies stating there are serious advantages, people still resist.

 

What helps immensely in this case is to make transitions as smooth as possible. When you have a CMO or a leader who understands both departments, the better things will be.

Misunderstood Roles

 

Another key element is misunderstood roles. Even though marketing and sales are similar in nature, that’s honestly the problem. Because the roles between these departments are so similar, it’s easy to jump to conclusions about what each department does. Marketing can think sales is supposed to qualify a person, when the reality is it’s a lot easier if a marketer does that first.

 

There is also the notion of stereotyping as well. Marketers might think sales reps have a narrow mind and are focused on numbers only. That’s only the tip of the iceberg, here’s some other things to consider too.

 

Sales And Marketing: A Match Made In Heaven

 

Sales and marketing are meant for each other. When they collaborate with one another, there are many advantages that spring forth. It’s important to communicate those values and by breaking down those walls, the sooner the company can grow substantially.