The relationship between sales and marketing departments is contentious at best. It is a common problem in most, if not all companies. Sales is constantly blaming marketing for handing them unqualified leads, not providing them a sufficient amount of leave-behinds, or giving them leads that haven’t been nurtured enough. Marketing blames sales for not closing well enough, letting a lead go cold by not calling right away, or for not presenting the materials the way they planned.
Moral of the story; getting sales and marketing on the same page is like a cat and mouse game. But the dislike slows down sales growth, can hurt your PR, and allows sales leads to slip through the cracks to a competitor. It is necessary to create motivation to achieve a common goal and increase the bottom line.
how to build a bridge that leads to a common road
Communication is key. They need to communicate with each other. They need to learn how to express their needs and opinions effectively and with respect and open minds.
You probably will never see your sales and marketing team hanging out after work together, but there are ways to help them get the job done while they’re on duty.
- Establish Guidelines. It is necessary to agree upon some basic buyer qualifications. This is easier said than done. Determine what qualifies as a good lead. Sometimes it’s the language that needs to be specified. Look at each departments current list of buyer qualifications. Are any the same? What/where are the gaps? Fill in those gaps. Use common denominators in current customers as a guideline for what works. Establishing guidelines will be a necessary step to launch the process of the two teams working together, effectively.
- Evaluate Content. Content is another hot button between the two groups. Deciding what content is effective is a tough one. There will have to be some give and take here. Content needs to be evaluated and reevaluated constantly to be effective. It needs to be fresh and relevant. It will prove itself effective with the response it receives.
- Determine Processes. Determining processes ensures continued success between the two departments and helps unify them. The process of handing off leads from marketing to sales has to be clarified. Deciding what qualifies a lead as hot and ready to buy needs to be agreed upon. Knowing how to return unsuccessful leads to marketing is important as well. They can provide knowledge that will help in the future.