Every business needs a strong Marketing and Sales team.

While both Marketing and Sales have similar goals of driving business growth, each has a unique angle on customer development and retention.

Marketing’s focus encompasses the customer experience. They design strategies to fulfill customers’ wants and needs through products, services, and offers.

On the other hand, Sales builds customer relationships.

Without Marketing, you may not reach potential leads or customers, and without Sales, your conversion rates and opportunities for new business may decrease.

However, when these two forces work together, the results are powerful.

Communicate and Collaborate

Perfectly balanced content will help drive leads all the way through the sales funnel.

Marketing creates value through content to engage the target audience, while Sales uses content to connect with customers and close the deal.

In order to captivate the right audience and grow leads, it’s important for Marketing and Sales to communicate and collaborate on content.

Together, Marketing and Sales should:

Schedule regular meetings

Hold regular meetings to gain insight on each other’s perspectives.

Discuss challenges in converting new customers or closing deals.

What’s working? What’s not? Create strategies and tactics. Set goals together.

By working together, you’ll have deeper insights, better messaging, and more compelling content.

Team Up on Content Creation

Sales use content to help the selling process. It guides potential customers from initial contact through closing.

Therefore, it’s essential for the Marketing team to create high-quality and engaging content across various platforms that speaks to the target audience.

Sales can help supplement Marketing with the kind of questions customers are asking, and Marketing can customize and personalize content that appeals to those individuals.

Each team uses their skills to develop content to support the sales funnel to reach the target audience.

Here’s a starting point to creating content that converts:

So how do you know tactics are truly working?

Use data to drive strategies.

Share Data & Reporting

Marketing and Sales should build their pipeline by sharing data and reporting.

If Sales uses one set of terms and metrics to measure the process and Marketing uses another, the two teams can waste valuable time and start working in different directions.

For example, Marketing may set a goal to increase website traffic, but if Sales doesn’t have access to the website leads, it could result in missed opportunities.

Data could come from:

  • Client Relationship Management (CRM) systems to understand lead behaviors
  • Website analytics like Google to see how people engage with content
  • Digital advertising platforms like Facebook and Google AdWords

Next, look at the data and analyze the results.

What is the return on investment (ROI)?

Adjust Strategy to Maximize ROI

A company often measures success in terms of sales, revenue, profit, and loss. But that doesn’t really reveal much about the ROI of marketing.

If a business spends $1,000 on a marketing campaign, in return, will Sales generate enough revenue to cover the marketing costs?

Results matter. If things aren’t working, it’s time for Marketing and Sales to reevaluate strategies.

Is the brand message clear? Are the product offers appealing?

There could be a variety of reasons why something isn’t working. Don’t get stuck. Continue to evaluate and adjust tactics to maximize your return on investment.

Let’s Work Together

When Marketing and Sales work together, everybody wins.

If you need help bridging the gap between these departments or creating content for your target audience, Strategy can help. We help our clients get results and grow their business.

Contact us today to learn more about how we can help you succeed.

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