3 Steps to Strengthen the Relationship  Between Marketing & Sales

Posted by FuseBox One on October 2, 2019

A Chain with a Marketing Link connecting to a Sales Link to Show a Strengthened Relationship

Amplifying Mutual Trust to Increase Mutual Success

Managing key communications between marketing and sales teams can be a challenge, no matter what size your company is. As the old saying goes, “A chain is only as strong as its weakest link,” and it only takes one miscommunication or marketing slip-up for the relationship to lose its strength.

How can you be sure that all teams are on the same page, communicating efficiently? What are some effective ways to keep both the sales and marketing divisions following the same objective? How can these two teams work together to ensure that what’s being done is in the best interest of your company’s vision?

If this important relationship is lacking, it might be time to take a more detailed review of your marketing and sales teams. Consider following the three steps below, and connect with our Fusebox One marketing professionals to discuss how our services can get all of your teams back on track and communicate efficiently.

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Step 1: Review Your Company’s Vision and Sales Objectives

Any moderately successful business will find that daily sales and marketing efforts are executed faster and faster, especially during the busier sale seasons. When you get caught up with big clients and large numbers, it’s easy to undermine the importance of day-to-day communication. Before you know it, your marketing and sales departments have lost that initial relationship and have become siloed as two separate entities that rarely check in with each other anymore.

While this is not always the fault of one individual or even one department, it is something that takes a collective effort to repair. It’s all-too-easy for departments to get into the mindset of “I’ll do things my way, you do things my way.” Team members need space to take a step back and remember your company’s founding vision to make work efforts more simpatico. Demand Gen Report researched that 49% of the challenges that strain relationships between sales and marketing have to do with a lack of communication. Just behind that, 42% of the challenge has to do with broken processes – ways of doing things that are flawed.

Re-align both the communications and the methods of doing business between marketing and sales by reminding them about your vision as well as the collective objective that you all want to reach. Goals should be something that every individual does their part to strive for, regardless of their job description.

Step 2: Practice Your Handoff

Switching those precious clients from marketing hands to qualified sales hands can either go really well or really poorly, depending on the level of communication that exists between the two entities. When your company was still growing, the handoff may have gone more smoothly, with only a handful of people on each team. Now that you’ve reached new heights, how can the fully-fledged departments create a system of easy transition of leads from marketing to sales?

Consider utilizing:

  • Lead fitness categories. Use a checklist for marketing to determine what kind of client each lead might become. As an example, someone who loves your company’s content but isn’t looking to become a customer maybe someone who is better off being nurtured for a while. This person should be referred to a sales representative who is less in the field and still training. On the other hand, someone who has a lot of money to spend with your company and needs top-quality help as soon as possible should be given to one of the more assertive members of your sales force. Make sure marketing and sales work together to come up with a system of categories that works for both teams.
  • Marketing asset management. Also known as MAM, this is an online organizational system that all departments in your business can use to manage, share, refer, and store important assets. This can be an effective tool for creating a more seamless handoff method between marketing and sales. Plus, it can also be used to share vital information pertaining to clients and leads that can make each sales experience much more efficient – and ultimately more successful. Visit our marketing management platform to learn more about how our customizable web storefront can make it easier for your marketing team to create lists and dedicate lead management tools to make sales handoffs a breeze.

It is also important to dedicate additional space for feedback between the two teams. The best way to establish efficiency is to allow your divisions to directly communicate feedback and systems improvement suggestions between each other.

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Step 3: Understand Metrics and Trends

Each team has a different set of metrics that define its own success. Make sure these metrics are shared between each department so each can have an understanding of each other’s goals and tracking systems.

Furthermore, if there are important updates or trending methods in your business’s industry that require some kind of system or organizational update, make sure all departments are aware. Changing trends and statistics in the world of sales, for example, is something that needs to be communicated not just to your sales staff but to your marketing team as well. The opposite is also true; if the marketing team faces a change ineffective marketing strategies, that change must be made known to sales.

CSO Insights recently shared that only 33% of the time spent by inside sale reps is actively selling. Most of the time, sales reps will nurture leads or stay up-to-date on current clients. A marketing team who focuses too many efforts on assets on just the sale-making part of sales may not be making good use of their efficiency.

Manage Your Assets and Make Communication More Efficient!

Your sales and marketing teams may already be doing their best to improve communications and foster new methods for the smooth transition from lead into a client. However, without the proper internal management systems in play, you may not be able to see your company work at maximum efficiency. A leading marketing system at your fingertips will jumpstart the relationship improvement process and get your marketing and sales teams back on track to reach your goals. 

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Sources:

https://www.prosalesconnection.com/blog/5-ways-to-improve-the-sales-and-marketing-relationship

https://www.forbes.com/sites/forbescommunicationscouncil/2018/07/17/how-marketing-can-build-a-strong-relationship-with-sales/#714d86576661

https://sujanpatel.com/marketing/sales-marketing-can-work-together/

https://www.marketingdive.com/news/forrester-digital-marketing-spend-to-reach-146b-by-2023-but-search-lands/549285/

https://spotio.com/blog/sales-statistics/

Topics: Digital Asset Management, MarTech, Sales Enablement