| Even in the best organizations the sales and marketing | | | | phase?). To remedy this misunderstanding, start by |
| departments often work in parallel, though separate | | | | defining and documenting your sales process and |
| tracks. And, in most companies the sales and | | | | make sure both teams agree to operate within and |
| marketing departments actually work against each | | | | support those definitions and requirements. |
| other, with each group planning their strategy, training | | | | Implementing a Sales Advisory Committee. As you |
| their team, and implementing their plan withouta) | | | | begin your annual marketing planning and budgeting, |
| considering each other's plansb) gathering their inputc) | | | | develop a sales advisory committee. The sales |
| providing unbiased feedback, and most importantlyd) | | | | advisory committee meetings should be lead by the |
| gaining buy-in and support from each other. | | | | marketing department, while the sales department |
| How many times have new marketing programs or | | | | should decide sales representation. Use these |
| materials been developed-at great effort and | | | | meetings to strategize, plan, and establish sales buy-in |
| expense-only to fizzle in the sales process because | | | | into every aspect of the marketing approach. Also, |
| sales refuses to use them? Or how common is the | | | | solicit feedback from individual salespersons by posting |
| scenario where marketing generates leads they feel | | | | a web poll to ensure your plans, materials, and vehicles |
| sales does not follow-up on and sales deems these | | | | aren't missing the mark when it comes to actual |
| leads "unqualified?" Sadly, in these scenarios, everyone | | | | usability from a sales perspective. Make this poll |
| loses. | | | | anonymous so that you get the real scoop (and not |
| Integrating the magic of marketing with the science of | | | | just what they think you want them to say). |
| sales is KEY to sales and marketing efficiency and | | | | Co-traveling with sales representatives. Attending all |
| effectiveness. Without joining the often-disparate | | | | the trade shows and industry events in the world will |
| efforts of sales and marketing into one cohesive | | | | never provide the same perspective and opportunity |
| approach, your strategies are only realizing one-half of | | | | to understand your customers' and prospects' needs |
| the equation. | | | | from your marketing efforts, as calling on them. Ask |
| To avoid this all-too-common trap, start by including the | | | | the territory representative to plan a day (or two) for |
| sales perspective into your marketing process by: | | | | calling on a mix of current and previous clients and |
| Understanding Your Sales Process. I find that the | | | | prospects. Be specific about who you want to call! |
| biggest reason sales and marketing teams don't | | | | Otherwise, you'll end up with a tour of the "A" |
| integrate well is because they don't have the same | | | | accounts, with very little insight beyond your top |
| understanding of the sales process and/or they don't | | | | customers. |
| have the same definition of the concepts within the | | | | Sales and marketing are not independent disciplines. |
| sales process (For instance, what EXACTLY defines | | | | And, it's not enough to "be friends." Integrate the two |
| a lead? What type of communication is necessary at | | | | disciplines in a meaningful way and you'll find your sales |
| the lead qualification stage vs. the presentation | | | | and marketing efforts will be all the more successful. |