Can Sales and Marketing Work Together?

Ah, the age-old question; can sales and marketing work together? Unfortunately, there’s been a lack of alignment between the two over the years. While the ultimate goal for both may be the same, the way each gets to it may differ. Working closely together can have many advantages and can help propel the business forward if done properly. Here are some advantages to integrating your sales and marketing teams.

Can Sales and Marketing Work Together?

Communication is the answer

In some instances, sales and marketing teams can be pitted against each other. This is usually due to a lack of communication. This is where teamwork can play a major role. With the marketing team pumping out the content of the service, products, or industry they want to promote, and the sales team being the face of the business, it would only make sense to have them in constant communication. The sales team is directly speaking with prospects through email, phone calls, or face-to-face interactions. Therefore, it would seem that the marketing team would want to ensure that the same information that’s been relayed to customers is the same as what’s being created. Creating content as a team can attribute to better leads and, ultimately, more money in everyone’s pocket. A win-win for all involved.

Time and energy spent on leads that are unqualified is a dead-end scenario. With regular communication, information can pass smoothly between departments. If something isn’t working, teams can solve it by talking it out. Sales will be less inclined to blame marketing for unworthy content and marketing will be less likely to blame sales for being too pushy. As a result, a healthier and more successful environment is created altogether. Trust and rapport will improve when shared visions and goals are put into place. Campaigns will be more impactful and potential buyers will be impressed enough to follow through with a sale. Analyzing results over a month, the quarter, or the year will get everyone on the same page and spark motivation.

Merging buyer personas

Developing and defining the same buyer personas within both departments will help target the most accurate audience. Who exactly is the ideal client? Are there specific challenges they face? What do they do and how do they make decisions? What kind of buying habits do they have? Fully stepping into the customer’s shoes will ensure both teams know exactly what to provide. If sales and marketing can combine their practical and theoretical knowledge, it will result in the right product for the right customer.

Key performance indicators

Sharing the same KPI between sales and marketing is also a must. Sales will focus on new accounts, closed deals, and upsells, while marketing typically focuses on lead quality, brand awareness, and lead funnel progression. Adopting the same mindset with revenue growth, pipeline growth, and audience and employee engagement may increase revenue exponentially.

The proof is in the pudding (or the percentages)

If these points haven’t been enough to drive home how well sales and marketing can perform if they come together, there have been multiple studies and research to prove it. According to Precision Marketing Group, 95% of buyers will purchase from someone who provided content throughout the entire buying stage. Therefore, this highlights the importance of marketing and sales creating a seamless and uniform experience. Additionally, 67% of businesses improve upon closing deals when sales and marketing play as a team.

According to Review42 and Zoominfo, aligning both teams can mean 209% more revenue from marketing and a 36% higher customer retention. Misalignment could mean a 10% loss in revenue every year, whereas alignment could mean a 20% increase in the annual growth rate. 55% of marketers are unaware of which assets are most useful to their colleagues in sales. These statistics merely scratch the surface, yet still, prove the point on sales and marketing alignment.

Merging sales and marketing will ensure that a seamless experience for the buyer, client, or customer. In fact, having the same voice across all platforms will build trust, excitement, and a feeling of security for the buyer. These qualities will ultimately lead to more sales. Isn’t this the whole point? If you’re wondering if sales and marketing should remain separate or not, keep this idea in mind. The two need each other in order to thrive.

Additional Reading: Sales and Marketing Alignment

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