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Closing the Divide Between Sales and Marketing

by Jonathan X. Livingsworth

Why is it so hard for sales and marketing to work together? They are two sides of the same coin, but we all know that it just doesn't feel this way all the time. In a recent blog post on Eloqua, Jesse Noyes discussed how the dissonance between the two was the topic of conversation at Dreamforce '12. More specifically, the group talked about the two most common problems that occur between sales and marketing. Even better, they came up with some solutions to help the sales and marketing teams collaborate more effectively in any organization.

Marketers everywhere can relate to the first problem discussed - lead quality. This occurs when the sales team complains that marketing has provided too few quality leads or too many poor leads. Marketing thinks that is sales fault because they are not following up on leads quickly enough and thus, losing sales opportunities. Both teams blame each other and stop relying on the other to produce revenue, which results in less revenue altogether.

Step one in eliminating the lead quality issue is to provide your teams with lead scoring and sales enablement tools. This way, sales will only deal with leads that have already been qualified, as well as prioritized and are ready to buy now. Through sales enablement, they can become familiar with potential clients' recent online activities so they can take advantage of selling opportunities quickly.

Step two will only work effectively if sales and marketing are ready to trust in each other. It is up to marketing to break down the walls and allow sales in on their plans for generating leads and getting them ready for the sales team to work on. It is recommended the the heads of both teams work out the details and devise a plan to get everyone working together.

The next common problem dividing sales and marketing deals with the fact that they each see things in very different ways. This is because they are judging performance and success using opposing facts and figures, much of which can be anecdotal rather than real data. If a strategy is deemed successful, both sides will often argue about who was responsible for the win, further dividing the two.

The group agreed that the best way to solve this problem is to set common definitions for each buying stage so that there is no confusion. If sales and marketing use different qualifiers at each stage of the selling process, they will never agree on a process that works for both.

The biggest step taken to close the divide between sales and marketing should be to tear down the walls that separate them. This means sharing information freely and ensuring that both departments are on the same page and working towards the same end result. Like any good relationship, communication is key and will head off most unnecessary arguments caused by secrets and misinformation.



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 <a href="http://www.pedowitzgroup.com/lead-generation-strategy/">Lead Generation Strategy</a>. You can learn more about this revenue marketing company at <a href="http://www.pedowitzgroup.com">http://www.pedowitzgroup.com</a>.

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New Unique Article!

Title: Closing the Divide Between Sales and Marketing
Author: Jonathan X. Livingsworth
Email: rafael.e.zabala@gmail.com
Keywords: enterprise marketing, business marketing management, b2b marketing strategy,business marketing, online marketing, marketing agency,marketing strategy, marketing agency, marketing consultant
Word Count: 485
Category: Marketing
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