The gap that exists between sales teams and their marketing counterparts can often feel as challenging as the divide between opposite sides of the Grand Canyon. Looking out over the huge divide between the sales and marketing perspective, it is hard to understand how these two opposing teams can come together in harmony. Tough though it may be, it is not impossible.
Two challenges to sales and marketing cooperation are:
-The Issue of Quality Leads
-Differing Viewpoints Between Sales and Marketing Teams
It is easy for both sides to play the "blame game" when it comes to lead quality. One side complains that "these leads suck" or "they aren't sending us enough quality leads". And the other side comments that "they aren't following up with the leads fast enough" or "they don't know how to close the deal". It is difficult to make progress when neither side takes responsibility.
According to Jesse Noyes of Eloqua, companies can get sales and marketing teams to work together by investing in lead scoring and sales enablement tools. Lead scoring enables marketers to prioritize leads transferring quality leads to the sales team, allowing them to interact with customers who are ready to buy now. Marketing continues to nurture other leads, walking them through the buying cycle until they are ready to be handed over to the sales team. Many more leads are good than are ready; with lead scoring companies can maintain relationships with more prospects and ultimately close more sales.
When it comes to perspective sales and marketing teams are two sides of the same coin; intricately tied together but decidedly different. They approach the same project from opposing standpoints; ; what works versus what doesn't work, what the numbers say versus what the numbers mean, which strategy is most effective, etc.
This tendency to talk across rather than to each other can be overcome. It's a language issue. Setup common definitions for both groups that will be used for each stage of the buying cycle. Keep an open mind throughout the sales and marketing process and understand that neither side will have all the right answers. Be prepared to compromise to work towards the established end goal. And above all, communicate. Open communication between the sales and the marketing teams ensures that each group stays on task and focuses on what they do best. When both sides agree to work together to bridge the gap, everybody wins.
Two challenges to sales and marketing cooperation are:
-The Issue of Quality Leads
-Differing Viewpoints Between Sales and Marketing Teams
It is easy for both sides to play the "blame game" when it comes to lead quality. One side complains that "these leads suck" or "they aren't sending us enough quality leads". And the other side comments that "they aren't following up with the leads fast enough" or "they don't know how to close the deal". It is difficult to make progress when neither side takes responsibility.
According to Jesse Noyes of Eloqua, companies can get sales and marketing teams to work together by investing in lead scoring and sales enablement tools. Lead scoring enables marketers to prioritize leads transferring quality leads to the sales team, allowing them to interact with customers who are ready to buy now. Marketing continues to nurture other leads, walking them through the buying cycle until they are ready to be handed over to the sales team. Many more leads are good than are ready; with lead scoring companies can maintain relationships with more prospects and ultimately close more sales.
When it comes to perspective sales and marketing teams are two sides of the same coin; intricately tied together but decidedly different. They approach the same project from opposing standpoints; ; what works versus what doesn't work, what the numbers say versus what the numbers mean, which strategy is most effective, etc.
This tendency to talk across rather than to each other can be overcome. It's a language issue. Setup common definitions for both groups that will be used for each stage of the buying cycle. Keep an open mind throughout the sales and marketing process and understand that neither side will have all the right answers. Be prepared to compromise to work towards the established end goal. And above all, communicate. Open communication between the sales and the marketing teams ensures that each group stays on task and focuses on what they do best. When both sides agree to work together to bridge the gap, everybody wins.
About the Author:
Jonathan X. Livingsworth is a media writer in the world of marketing. If you are interested in working with the latest in marketing he suggests you check out this Lead Generation Strategy. You can learn more about this revenue marketing company at http://www.pedowitzgroup.com.
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