How To Integrate Marketing And Sales

How To Integrate Marketing And Sales

Marketing and sales teams don’t do the same job, but many professionals still think they do. Some people even believe that “one team hinders the other.” That’s where the first mistake comes in!

Companies where teams cultivate a certain “rivalry” and do not communicate end up paying a high price, with lost revenue and unmet goals. For business success, marketing and sales strategies are essential. These areas ensure that the business’s services and products meet customer needs and expectations at all stages of the shopping journey. From the moment he comes into contact with an advertising piece to the activities of the after-sales team.

But what is each team responsible for? What are the best techniques to able to integrate them? We are answering these two questions for you now! One of the main functions of the marketing department is to attract and retain customers. In addition, professionals in this area carry out market research and work towards the development of a positive identity for the brand. In a nutshell, we can say that marketing actions are designed to bring a company’s brand to the customer, create new sales opportunities and build a good reputation in the market.

The sales department is responsible for dealing directly with the consumer and expanding the business. Through planning, prospecting, approaching, studying customer needs, value proposition, negotiation, closing, and after-sales, this sector practices everything the marketing team plans to achieve objectives. Financial.

Integrating marketing and sales teams is a laborious process but much less complicated. As both areas work with a customer focus, it is necessary to set goals together and work to nurture, inform and support prospects. This reduces the chances of teams’ performance problems, increases the company’s competitiveness, and makes friction less common.

One way to put this idea into practice is to set a goal of a percentage increase in the capture of new leads for the marketing team and, in parallel, a percentage increase in the number of conversions of these leads by the sales team. Thus, you gather common goals that will result in increased sales.

This powerful tool gives the two teams much more control over the data generated by the customers, such as knowing what stage of the sales funnel a lead is in so that both the marketing and sales teams can make an exact approach to winning that lead even more and preparing them for conversion.

Feedback is also part of the manager’s daily routine, who wants to integrate the marketing and sales teams. Hold meetings to carry out this process regularly. They must be done individually and collectively, according to the profile of the metrics used and the problems encountered. When teams realize that the quality of their work is noticed, they are more motivated, and the chances of the areas performing as expected will always be much greater.

Investing in well-structured means of communication and information exchange between these two sectors is also an interesting strategy to be followed. With the sale of data, noise and problems between teams that cause a drop in results are avoided, and operational flows are more agile and error-free.

Therefore, prioritize the participation of sales teams in creating marketing campaigns and the correct qualification of these salespeople to serve the leads from such actions. After all, it is as important as publicizing a discount campaign with an informed sales team to execute it accurately.

It Would Help If You Had A Sales Area

With the constant implementation of new technologies, you know that experience, entrepreneurial experience, courses, and technical knowledge make a difference in surviving in the market. But there’s also a truth that many “successful people” often don’t say: to get your business going; you don’t need to know everything. 

It is interesting to have general knowledge about each particularity of your business. Still, well-prepared professionals and very important areas must exist in your company to help you leverage your venture. The sales area is one of them. 

Directly related to marketing, the sales area is one of the marketing tools used by companies to seek resources in the market to meet their expenses and, mainly, to achieve their financial goals. So, it is expected that the lack of it will cause undesired results, with the waste of resources and loss of credibility for management, for example.

Also Read: Three Tips For Building A Marketing Team