The divide between sales and marketing has almost become expected. It always seems to come down to the same problems. Marketing is dissatisfied with sales because lead conversion rates are low. Sales is dissatisfied with marketing because the leads are not qualified.
So how does this issue get resolved? How do you go about re-evaluating your marketing and sales strategies? How do you close the loop?
You must develop a clear plan and process, then follow through.
- Set the expectation that sales and marketing work together. Apple has mastered an uninterrupted connection between marketing and sales. It's almost unclear where the marketing ends and the selling begins. The sales team should understand that a marketer's job is more than making things look pretty. They should understand that a marketer's job is to increase the salability of the product or service. The marketing team should understand that a salesperson's job is critically important as they drive business.
- Define the term "lead." Who is your customer? Who are you trying to sell to? When both marketing and sales can agree on what a good lead is, marketing will be able to develop a strategy to attract the appropriate potential customers, and sales will be more likely to convert the lead because the product or service being sold speaks to the consumer's needs.
- Establish a method for accountability. Utilizing a digital dashboard with lead management software can help do this. Not only can you see where leads are being sent, see who is following up on those leads, and view their status, you can also keep track of key details. Lead management software makes key brand messaging more accessible. It also allows sales reps to keep track of strategies that worked and any other notable information that might have transpired during a sale. From a marketing standpoint this is incredibly helpful as this information can be used as feedback when moving forward with new strategies.
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