6 Ways To Mend The Relationship Between Marketing And Sales
Some relationships in the workplace get so bad it’s like you need to call an intervention. Wouldn’t you agree that some of the departmental-drama would make a great Dr. Phil episode? Take the relationship between marketing and sales for an example.
We talked a lot about the rivalry between these two departments in a previous post, The Rocky Relationship Between Marketing And Sales (According To 22 Pros). And it really is rocky!
Instead of just giving up hope on a better relationship between marketing and sales, we asked those same pros how they’ve remedied this problem. These people have seen the battle that exists between these teams and know the ways to create unity between the two.
Let’s see what they have to say:
1. Eric Quanstrom – CMO (Pipeliner CRM)
“The best way to solve these issues is to continually strive to get on the same page. Developing norms and sharing similar expectations is not easy, but can and should be done. One example is to be completely transparent with data and offer all sales and marketing staff access to documents and applications that track leads and customer information.”
2. Daniel McGaw (Fuelzee)
“In a previous role, we had an amazing bond between sales and marketing, but it started at the top. The head of sales and I were on the same page and we worked together to solve problems. We would take the teams out together and do happy hours so they could mingle. By making it as if we were one team, a lot of our problems went away.”
3. Sandy Arons – President & Founder (Arons & Associates Divorce Planning)
“It’s ideal if marketing professionals start their careers in sales. It makes a huge difference in your marketing career.”
4. Kent Lewis – President & Founder (Anvil Media, Inc.)
“When sales and marketing teams work together, everyone wins. I’ve seen success by taking the following steps within an organization: creating a corporate structure where sales and marketing are overseen by one person to increase alignment; creating a culture of collaboration by building in group touch-points (meetings, trainings, etc.), collaborative goals and compensation for the teams; and implementing sales and marketing automation to better integrate the process and team.”
5. Jim Herst – CEO (Perceptive Selling Initiative, Inc.)
“If salespeople were provided with ways to overcome rejection by knowing how to react creatively when challenged by a prospect or customer, and were educated by marketing management to learn what can be done to gain acceptance when so challenged, would this make a difference? I find it does.”
6. Dave Wakeman – Principal (Wakeman Consulting Group)
“Many times the way to overcome this is to shift everyone from thinking that sales is some mythical operation only for salespeople. Everyone is involved and important to the sales process. Marketing efforts, while separate and unique to the sales process, should support the sales team and make it simpler for them to find qualified prospects and make sales.”
“Oh, oh, we need each other…”
The sales department wouldn’t have deals to close were it not for the marketing team nurturing leads. And, few leads would actually be converted into customers without the expertise of salespeople.
We know they need each other, and I’d even say that they know they need each other. So, help them understand that they work best when they’re united, functioning like a team. I bet you’ll see less cold shoulders, fewer pointed fingers, and a strengthened relationship between marketing and sales.