Those objectives include:
- Determining and agreeing on what constitutes a qualified lead
- Defining the responsibilities of sales and marketing to one and other
- Collaborating on setting goals and building a consensus on key metrics
- Creating a system for marketing and sales to share customer data and leads’ progress
My opinion is that Marketing should be taking the lead – they drive lead development and customer loyalty. and every company should keep striving to align their sales and marketing teams. See the previous blog post.
But, when all is said and done, the article states that probably the most important step is: Don’t dwell on the differences between marketers and salespeople; instead, celebrate the similarities.
Marketers and salespeople play different but complementary roles to accomplish shared objectives: attracting and retaining customers, says Lisa Dennis, president of Knowledgence Associates, a Cambridge, Mass.-based marketing, sales and customer service consulting firm with clients such as Mutual of Omaha and Unica. Dennis also is board president of the Boston chapter of the Sales and Marketing Executives International association.
With every customer interaction, sales reps are marketing the brand. Therefore, you want your sales team to feel a sense of ownership over the brand message they’re conveying, Dennis says, so get buy-in from your sales team before launching a new campaign. And as a marketer, you should be well-versed in your company’s sales process, so spend time in the field familiarizing yourself with what customers want and what sales reps need to get the job done.
“As a marketer not knowing how sales work, I’ve got one arm tied behind my back,” Dennis says. “Your first customer is your sales team, and I don’t think that’s a bad thing. If I give them what they need, they’ll do well and I’ll do well, and we’ll both get closer to the customer.” Read Lisa's previous guest article, Cure “Deal-Blindness” by Applying a Territory or Account Map
I invite your readers to let me know what you think? What are the chances of sales and marketing ever getting on the same page?