Marketing with Sales: How to Make the Two Work Together

3 de September de 2023
Posted by 4Leads
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Marketing and Sales are two strategic areas in any company. The first generates desire, and the second generates profit. When a business invests in combining Marketing with Sales, results surpass expectations, as teams collaborate throughout the customer's journey.

Yet, for optimal results, these two domains must operate in harmony.

Consider this: Marketing's efforts in producing numerous leads are in vain if these leads aren't qualified for Sales. Similarly, if the Sales team doesn't follow up efficiently on high-quality leads forwarded by Marketing, the outcomes suffer.

Misalignment between these two teams can rupture the sales funnel, causing inefficiencies in converting leads to sales.

So, how do we seamlessly integrate Marketing with Sales? That's the essence of this article!

In the forthcoming sections, we will delve into:

  • The pitfalls of a disjointed Marketing and Sales approach
  • Strategies for aligning objectives and uniting teams
  • Tactics to synchronize Marketing and Sales effectively
  • Crafting a unified customer journey
  • The power of automation in Marketing and Sales

4 Downsides of the Lack of Synergy between Marketing and Sales

A company without synergy between the Marketing and Sales teams is destined to face significant challenges in its growth and success.

Although 57% of companies stated in the Sales Overview survey that the Marketing and Sales departments are close, 86% of companies reported not tracking or not having a well-defined SLA (Service Level Agreement) between these teams.

Here's what can happen when the two teams don't work together:

  1. Low lead conversion efficiency: Without collaboration, leads generated by marketing may not be approached correctly by the sales team. This can result in a low conversion rate and potential lost sales.
  1. Wasted resources: When teams aren't aligned, there can be duplicated or counterproductive efforts. Time is wasted, and there can be glitches in the processes.
  1. Low customer satisfaction: A disjointed buying experience can lead to low customer satisfaction. For example, if promises made by the marketing team aren't fulfilled by sales, this can result in a negative perception of the company.
  1. Brand inconsistency: Without clear alignment, the Marketing and Sales teams can convey different or contradictory messages about the brand, which can confuse customers and jeopardize the business image.

How to Align Objectives and Goals with Teams

Aligning objectives and goals between the two teams is crucial to ensure both sectors work together with clarity about their destination.

Common goals may include:

  • Number of leads generated
  • Lead-to-customer conversion rate
  • Sales revenue or customer retention

While setting these goals, it's essential to ensure they're measurable, realistic, and relevant to the company.

By sharing goals, marketing and sales teams can collaborate more effectively, sharing information, strategies, and insights to achieve them. Establishing continuous communication to ensure alignment is also key.

Establishing a continuous communication process to ensure alignement

Another vital factor for team synergy is continuous communication.

For teams to know they're on the right path, if something needs improvement in marketing and sales processes, to avoid communication barriers and share ideas, sporadic communication isn't enough.

It's best to have regular meetings, shared project management systems, online collaboration tools, or any method that works best for the organization.

How to Effectively Align Marketing with Sales

Certain actions can make these two teams work cohesively. We will discuss each of them.

Create an SLA between Marketing and Sales

An SLA, or Service Level Agreement, is a formal contract between a service provider and a client that establishes quality and standards for the provided service.

This document should also state the quantity and quality of leads passed from Marketing to Sales and the salespeople's steps in following up with potential clients.

The document should detail everything about a lead within the company, from conversion to whether or not they become a client.

To better understand this process, see the cycle below.

Joint goal setting

When both teams work together to set goals, the lead is generated and treated more accurately.

Each department has its goals, such as the Marketing team focusing on generated leads, conversion rates, site visitors, etc. The sales team aims for average tickets, sales volume, and revenue generated.

However, some goals are set to be achieved by both, as mentioned earlier in this text.

Information exchange between teams

As already mentioned, continuous communication is key. Sharing information between sectors is vital for generating quality leads and converting them into customers.

During the attraction and conversion stages, the Sales department can provide Marketing with updated information about the ideal client profile, their most common issues, and which approach has proven most effective. This makes it easier to create content targeting these individuals.

On the other hand, a lead that has recently received a quotation can, after some time, receive an automated email highlighting the product/service benefits and how the company stands out from competitors.

Development of an Integrated Customer Journeya

By developing an integrated customer journey, companies can create a coherent and personalized buying experience, boosting conversions and customer loyalty.

Mapping the customer journey from the first contact to sale conversion

Mapping the customer journey involves identifying every touchpoint a customer has with your brand, from the moment they become aware of your existence to converting into a sale.

This can include everything from online searches, website visits, social media interactions, customer service contacts, and more.

By understanding how customers interact with your brand, you can identify opportunities to enhance the customer experience, optimize the sales funnel, and bolster your marketing and sales strategies.

Relevant and personalized content for each journey stage

Relevant content meets the needs and interests of customers at every journey stage.

  • Awareness stage: As customers start getting to know the brand, content should be informative.
  • Consideration stage: Content can be comparative, helping customers evaluate their options.
  • Decision stage: You can offer discounts, promotions, or other incentives to encourage purchase.

Learn more about this topic here: Buying Journey: Stages and Benefits for Your Online Business - 4Leads

Marketing and Sales Automation

86% of respondents in the Sales Overview survey by RD Station reported that WhatsApp is the most-used tool by sales teams. This platform is one of the primary communication channels to contact leads.

See how to take full advantage of WhatsApp Business features and the best ways to generate leads. Download the e-book now!

Another essential data point is that companies automating the customer experience see a 94% improvement in conversion rates, according to ActiveCampaign.

Thus, having automation tools is crucial for lead capture and nurturing, as well as for providing personalized service and gathering essential data to better guide both teams' strategic actions.

Through automation, processes can be optimized, reducing repetitive and manual tasks and directing resources to strategic activities.

Everything you need to know about a wide range of Marketing and Technology topics is gathered here!

In conclusion, throughout this content, you've seen how Marketing working with Sales is more efficient than the two departments operating individually without a connection.

When there's synergy between teams, the company can elevate results since there are shared objectives and goals. For consumers, this teamwork offers a more humanized, personalized, and precise service tailored to the audience's needs.

To ensure your Sales team has Marketing's support to bring in qualified leads and strategically nurture them, you need experts on the matter.

Check out the Success Case of AFotovoltaica and discover how in a short time, they managed to increase conversion numbers!

At 4Leads, we have everything your company needs to achieve tangible results and reach a new level in sales. Speak with our specialist now and get to know our methodology!

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