How Sales And Marketing Work Synergistically In A Business?

02/20/2023 10:07:55 +0000

Sales and marketing need to be discrete entities in a business, as they require unique disciplines, and the jobs within each department are very different, thus attracting distinct personality types.

However, although there's no parity in the work these departments undertake, they strive to achieve a singular goal... bringing in more clientele to the business.

With that in mind, it's imperative that these departments develop a synergistic relationship in order to optimize lead closure and stimulate business growth.

This means that sales and marketing teams need to put their differences aside and work closely together for the benefit of the company.

This isn't going to happen on its own though, as enhancing the interplay between these divisions needs to be facilitated on a structural level by directors and senior management

Are Sales & Marketing Naturally Synergistic?
You'd be right in thinking that sales and marketing are always inherently co-dependent, as without marketing, there are few or no leads to convert, and with no sales personnel, there is nobody to close leads generated by marketing.
In other words, these teams share a natural synergy, but it's not a static connection: it can be weak, and it can also be made stronger.
So, the question becomes, how do you encourage an inter-department gathering around the water cooler, so to speak? Well, that's precisely what we'll be discussing here today.
How To Establish A Synergistic Relationship Between Sales & Marketing
Define Roles

Where far too many businesses go wrong is trying to spread their sales or marketing departments too thin by merging the roles in places, something that can cause confusion and impede clear communication between the two.

In light of this, the first step to cultivating synergy between sales and marketing is to implement strict job outlines within each department and communicate a clear boundary between the departments as a whole.

Interdepartmental Meetings

Not only should each department be having regular meetings to keep teams up to speed on progress and any upcoming strategic changes, but both should also have dual-department meetings as frequently as possible to discuss how their strategies play into one another.

Instantaneous Communication
The real key to synergizing any set of discrete departments is lightning-fast, crystal-clear communication — We're talking seconds-long information transferal.
This sounds like a pretty complicate infrastructure to set up, but it's actually quite simple once you break it down into steps:
Step 1: Develop A Lead Scoring System
A lead scoring system is built up around an ideal customer persona, something that should have been established in the business's infancy.
Essentially, what you do here is rank the value of customer traits numerically, so a wealth of information can be passed on from marketing to sales with a single figure.
Do bear in mind, however, that sales and marketing personnel may have differing opinions on what constitutes high and low-value lead traits, so it's vital that the two teams work together to formulate the lead scoring system.
Step 2: Automation

Once the basic rules for this system are agreed upon, it must be automated, so no member of the marketing or sales team has to constantly tally up the value points of leads.

Step 3: Labeling Resources

Marketing teams should be sitting on a plethora of outreach resources, especially if they subscribe to the inbound strategy.

While the primary purpose of these resources is to spread awareness and increase interest in the business, service, or product, they can also help the sales team convert leads into customers.

However, Salespeople don't have time to dig through numerous marketing entities to find the right resource for each individual lead.

So, your marketing division should label all retained resources by persona and funnel position to make it easier.

This way, the sales team can effortlessly direct leads towards relevant resources that, combined with the gusto of sales employees, will increase the chances of lead conversion significantly.

A Shared Analytics Board

Sales and marketing should always be analyzing their approach using analytic tracking software, but as they're now going to be sharing resources and working more collaboratively, each team needs to see the other's reporting.
Compiling all relevant data into one interface is a good idea, but if you're worried about creating a messy ecosystem, keep them separate; just use a custom workspace to make it easy for users to switch between reporting for both teams.
Why do this? Well, let's take a look at an example of this in action.
  • The sales team records far more success building revenue from existing customers.
  • Marketing sees the discrepancy between revenue generated from new and existing customers.
  • Marketing know that they need to focus their efforts and resource designing on retention rather than just lead acquisition.
  • They develop an automated email campaign that checks in with existing customers or informs them of upcoming deals.

  • Salespeople no longer have to babysit these clients until they're ready to spend again, and when they are ready to spend, they're an easy prospect, as they trust the business, and they appreciate being kept in the loop by the email campaign.
  • The business has its most successful year yet!
And from a sales perspective...
  • Sales see that a particularly successful outreach resource is targeting a very specific type of client.
  • They create a specific buyer persona and hone their tactics to convert this client type.
  • The business gets a record number of new customers this quarter!
Identifying High Value Prospects
When sales and marketing teams are perfectly in sync, they can work together to identify high value client prospects and cultivate personalized synergistic marketing campaigns and sales strategies to reel the big fish in, so to speak.
Individualized strategies like this may sound expensive, but as there are likely only going to be a few of these high value leads per year, executing discrete strategies tailored to them is actually an extremely minor fraction of the budget and agenda.
Yet, it will likely bring in just as much revenue as general outreach, if not more.
Marketing As The Longer Reach Of Sales

Another reason these teams work so well together is their different levels of reach. Salespeople are close proximity operators, while marketers are zero proximity operators.

Understanding this can help form more successful lead retention strategies.

For example, there will be a significant number of quality leads that get the willies at the last minute, just before signing on the dotted line and shaking hands — So close!

They then leave the company ecosystem and continue their lives where salespeople can no longer reach them... but marketing can.

A quality retargeting campaign that maintains a connection with those that got away will often get them to reconsider or at least keep the company in mind.

They're then likely to return as an interested lead, giving the sales team another crack at converting them.

Merged Off-Boarding Protocol
An off-boarding is supposedly a friendly and professional method of parting ways with a client after services rendered, but this is just another scenario rife with sales opportunities.
Remember, marketing has a much longer reach, so involving this team in the off-boarding process means they can thread features into the process that mean it's not really a goodbye, but rather, a ta-ta for now.
They may, for instance, encourage the client to sign up for a mailing list or encourage them to follow the business on social media, two methods of keeping in contact with the client and potentially convincing them to work with the company again in the future.
Final Thoughts
Sales and marketing may be peas in different pods, but they work most effectively when said pods are rubbing up against one another.
There is a natural synergy between these departments in any business, but true synergistic relationships are artificially implemented through lots of strategizing and streamlining.


About the Host
Sophie Howard is the founder of Aspiring Entrepreneurs, a community designed to help people develop the skills and confidence to build a business and a life that serves them. Sophie began online in 2013 with an Amazon firm, which she sold for more than $1 million in 2015.

Sophie has lectured on stages all around the world, encouraging and teaching other ambitious entrepreneurs. She has established instructional programs educating thousands of students how to sell online, in addition to releasing over 1000 products.

Sophie has also written a book titled "Aspiring Entrepreneurs: A Guide to Finding Your Best Path to Financial Freedom."
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