Sales and marketing don’t go together? This is an omnipresent story today. In some cases, the conflict becomes so strong that it turns into an endless blame game to justify stunted performance.
Ironically, the conflict between these two critical departments could be the reason for poor performance.
Finally, we’ll talk about “marketing” (a portfolio of “sales” and “marketing”) and how you can use it to align your sales and marketing processes.
Understand the gap in sales and marketing alignment
The key to finding an effective solution to the sales and gap is understanding what is causing the conflict in the first place. To do this, answer the following questions to determine if the problem is inherent in the team structure.
Are KPIs unified?
Most companies define several unrelated KPIs for their sales teams. This lack of alignment creates the impression that the two departments have nothing to do with each other’s work, resulting in inconsistent efforts.
Allowing one team to generate a result separately and take control of the other is not a good formula for optimal collaboration. This will always lead to fragmented work that does not invite communication between the two teams.
By combating this fragmentation, a comprehensive goal is created, for which both teams are jointly responsible. Don’t just ask the team for guidance and look for sales from the sales team.
A great unified KPI for a software company would be the number of new paying users.
Is one team aware of the other’s challenges?
Solid communication between the two teams without intermediaries is mandatory. Otherwise, the problems will pile up and snowball.
Agile revolves around the idea of sprints, which are essentially short-term goals. To track progress, teams have two types of meetings: stand-ups that take place everyday and retrospectives that take place at specific times.
These meetings heighten awareness of the current state of the effort and develop a sense of responsibility for the combined progress of sales.
Is there an effective feedback channel?
Now that you’ve established regular communication between the two teams, it’s time to ensure that you have a solid and constructive feedback system so that the sales and departments can openly communicate what isn’t working for them.
You can also organize lead review meetings for the sales department to review the tips received over some time. The process should involve evaluating the quality of the lead, its needs and challenges, and what contributed to closing the deal or what went wrong. An in-depth approach to lead analysis gives you the ability to find out specifically what works and what doesn’t.
Is there a fair incentive system?
It is common for companies to have bonus structures for sales teams that do not apply to the team. As a result, sales are motivated to close sales to receive their bonuses, while marketing receives no rewards for generating these profitable leads.
This is just one of many ways to create fair incentives.
Fill the emptiness
Once you’ve resolved the outstanding issues, it’s time to step back and examine your company’s overall infrastructure. Your goal is to ensure that it supports and encourages healthy collaboration between sales.
You do this with the help of the marketing framework.
If you’re familiar with inbound marketing, you’ve probably heard of marketing. The goal is to create a strong alignment between the sales and marketing functions to accelerate growth.
We’ve already covered some of the fundamentals of the marketing framework in earlier sections of this article. There are five steps you can take to turn your sales and marketing into a marketing team:
- Create a coherent schedule of sales and marketing meetings.
- If possible, bring your sales and marketing teams together in the same room.
- Establish common goals and define responsibilities in a Service Level Agreement (SLA).
- Create unified terminology and reports.
- View data consistently and discover ways to increase sales and profits.
Let’s look at some of the points we haven’t discussed yet, like putting both teams in the same room, which is a great way to encourage communication between the two teams organically. They can also start to discuss and share ideas casually.
Of course, being in the same room raises awareness between the two departments, making stand-up meetings more efficient. It also helps to allow the marketing team to overhear sales conversations.
To summarize and answer the question in the title of this article, sales and marketing teams must work together, not compete. Competition within a team can be counterproductive and can lead to division within the company.
You now know the steps to take to avoid the issue in your business and ensure your infrastructure supports and drives sales and marketing alignment.