Often, the success of an organization becomes dependent upon a cohesive marketing and sales team. Actually, scratch that. The success of an organization is dependent upon proper teamwork and a cohesive team in general. However, marketing and sales teams tend to bear a majority of the burden in terms of an organizations success. This may be due to the fact that these teams are called ‘revenue generators’. They make the main fraction of money for the company. However, these two systems are known for their, putting it mildly, discontent for one another. The following will be my best attempt as to how you can sluice-out gravel between these two vital parts of your business to maximize efficiency, and most importantly, increase your profitability up to 3 times.
Nevertheless, when your Marketing and Sales teams understand the importance of teamwork, real magic happens. Harry Potteresque, and these teams are full of Fantastic Beasts.
4 steps as to how to align your sales and marketing team
Disciplined Communication is Key.
Talk it out. More disciplined interaction between your sales and marketing team will open-up new possibilities and is a cornerstone of effective teamwork. This means arranging meetings at regular intervals: quarterly, monthly or even bimonthly. Too frequent of meetings can be harmful as they take up valuable time without any worthwhile results, so it’s important to strike balance.
Meetings should include discussions about prospective opportunities and problems the marketing and sales teams see. Exchanges should also include brainstorming sessions about solutions. The interactions will dissolve any frustrations spewing beneath the surface and reveal critical points unforeseen by both sides.
Assign an In-Charge or Chief
One of the most effective steps you can take to align your marketing and sales team is to allocate a joint Chief. Under this designation, both teams are responsible for one common goal: profiting. The head is responsible for the frictionless operation of both teams. Many companies use this method and to good success: Coca Cola, Campbell’s Soup and FedEx have commissioned a Chief Revenue Officer (CRO) for this purpose. Responsibility of both teams lies with the head. Lead by example. Refer back to one of our posts on how to build and hone those leadership qualities.
Having both of your teams under the same roof helps bridge the gap between them. Members of either team should sit in on the other teams discussions, and report their findings to their team. Propinquity also helps by creating trust between them. Team members are less likely to view other members as suspicious. It will also lessen the impact of cultural differences, which exist because of the contrasting ways the teams operate. The workplace setting will care more positive vibes.
Feedback Your Way To Efficiency
This point closely matches with the first, however, given its importance, it deserves a place of its own. Essentially, this point highlights the importance of fruitful feedback between the Sales and Marketing teams. This can be done in several ways:
A sales VP can summarize any sales made by the sales force, especially emphasizing the methods employed and the nature of the lead: hot, warm or cold
Feedback forms, that marketing develops for the sales team, can be made more concise, to save time and energy of the sales force
Marketing can pay Salespeople for a discussion. This allows marketing insight into how salespeople operate, and their recent sales practices. This will generate useful information about how customers think and what they need.
In a nutshell, the best way to move forward is to analyze your organization’s requirements. If there are distinct marketing and sales teams, your focus should be to alleviate any disconnect between them. For that, the steps given above will guide you and your business to maximum profitability and lucrative success.
Here at UP, we understand the value and importance of a cohesive team. That doesn’t mean we don’t butt-heads, but that is when some of our best work gets accomplished. If you aren’t arguing, are you really trying? In order to better align your marketing and sales team, you need to understand the importance of teamwork. Effective teamwork can be established through implementing these tips. Give us a call to learn more tips, or share some of yours below in the comments. We would love to hear any input you can offer us!