Marketing vs. Sales? How to make both teams work together

Rivalry between the marketing and sales team is a common problem in many companies.

Have you ever heard your sales team say, "marketing only generates leads, but doesn't convert to sales"?

Or your marketing team commenting, "Sales doesn't follow our marketing strategies"?

But how can we overcome this barrier to achieve business objectives?

According to Statista, only 17% of companies have fully aligned sales and marketing teams.

In this article, we will discuss 6 steps to get both teams to work together instead of competing with each other.

Define objectives and key metrics

Clearly define key objectives and metrics so that both teams can work together toward a common goal.

To achieve this, you can ask yourself questions such as:

  • What business objectives does your company want to achieve?
  • How can both teams work together to achieve these objectives?

For example, if your goal is to increase sales by 20% in the next quarter, the marketing team could generate more quality leads, while the sales team could focus on closing those sales.

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Communicates constantly

Communication is critical between marketing and sales teams to achieve effective collaboration on company objectives and strategies.

Some ideas for effective communication are:

  • Establish regular meetings so that both teams can share ideas and discuss results of marketing and sales campaigns.
  • Both teams are updated on the latest trends and changes so that they can adjust their strategies as needed.

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Encourages collaboration and shared responsibility between Marketing and Sales

Often, the rivalry between the two teams stems from a lack of collaboration and a lack of shared responsibility.

It is important to create an environment in which both teams feel comfortable working together and sharing responsibilities.

This means that the marketing team must be involved in the sales process and the sales team must be involved in the marketing process.

For example, the sales team can provide valuable information about potential customers that can be used by the marketing team to create more effective campaigns.

Measure and analyze results

Both teams must be involved in the process of measuring and analyzing campaign results.

While working towards a common goal, it is important to measure and analyze the results to determine what works and what does not.

  • How effective are marketing campaigns in lead generation?
  • How long does it take the sales team to close a sale?

By analyzing the results together, both teams can identify areas for improvement and adjust their strategies.

Uses technology to facilitate collaboration

Technology can be a great tool to align marketing and sales teams.

There are specific software tools that can help both teams share information, collaborate on projects and track lead activities.

A marketing automation platform can help the marketing team create more effective campaigns, while a CRM (customer relationship management) can help the sales team more efficiently follow up on leads and close sales.

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Don't give up

Effective collaboration between marketing and sales teams can take time and effort.

Often, it takes a change of heart to overcome the rivalry that exists between the two teams. But don't give up.

If everyone works together and focuses on the common goal of driving the company's growth, the results will be significant.

In conclusion, rivalry between marketing and sales teams is common in many companies, but this can change.

With key objectives and metrics, constant communication, fostering collaboration and shared accountability, measuring and analyzing results, using technology to facilitate collaboration, and not giving up, marketing and sales teams can work together to drive business growth.

As Mark Zuckerberg said, "Teamwork is the key to success."

At Innova Marketing Solutions, we have over 8 years of experience. If you are looking for a growth agency that can help you generate qualified leads and close sales, please schedule a call with us.

We are here to help you grow!