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Combining marketing and sales

Post author: Must Muna / Published: May 18, 2018

Gone are the days when marketing and sales were two distinctly different field avoiding each other like the plague. Instead, more and more entrepreneurs have understood that these two should work in symbiosis, so that both can reap equal benefits from co-existing, without damaging one another.

In the past, a clear line could be drawn between marketing and sales: marketing was seen as an analytical and creative long-term activity aimed at building a brand for the company; as opposed to sales, which was seen as action and communication oriented and focused on short-term gain. Marketing took the first step as it worked on brand awareness, aiming to approach potential customers and attracting them to the product, while salespeople were tasked with the finals step of having to sell the product.

 

By now, however, the line between the two fields has blurred and relevant roles have been combined. The widespread use of inbound marketing in particular has played an important role in cooperation between marketing and sales. Successful companies do not keep these activities in separate cages like a predator and its prey, instead, the two are encouraged to get a whiff of one another and even play together.

 

Studies have shown that companies with close cooperation between marketing and sales have increased their annual profits by an average of 20 percent. The world is getting increasingly competitive, which requires that marketing and sales work together during the entire advertising process. As both activities share the goal of increasing a company’s turnover, it is beneficial to join marketing and sales departments and have them work together. There is even a separate term for the integration of sales and marketing – smarketing. The following should be kept in mind to ensure that such integration is as smooth and effective as possible.

 

Clear target group and product

Sales and marketing departments have to reach an agreement on their target audience and aim of the product. In order for the marketing and sales department to work together, they must first agree upon and formulate their potential customers, define the necessary terms and metrics.

 

Distribution of tasks

Sales and marketing departments should decide and agree upon how to help and support each other, as well as lay down a clear division of duties and responsibilities. In order to ensure sufficient information for both departments to do their jobs, it should also be set out in advance when and how a potential client will move from the marketing department to the sales department.

 

Communication and constant feedback

Sales and marketing departments should decide and agree upon how to help and support each other, as well as lay down a clear division of duties and responsibilities. In order to ensure sufficient information for both departments to do their jobs, it should also be set out in advance when and how a potential client will move from the marketing department to the sales department.

 

Shared goal and responsibility

The combining of roles will not guarantee achieved goals before marketing and sales departments share a joint goal and have clearly distribute responsibilities. Instead of slinging mud at each other – in the case of poor outcomes, marketing departments tend to blame sales departments, who in turn point to failed marketing plans and excessively high prices – both departments should have shared goals throughout the entire process, as well as equal responsibilities and a comprehension of the other department’s activities. If the marketing department and sales department make important decisions together, they will also feel equally responsible for the product and won’t feel marginalized. Moreover, specific strategies and tasks have to be set for both departments, so that they can achieve their shared goal.

 

Attention to results

The management of a company should focus on the results, not on who exactly lead the company to success. If the sales department starts to overestimate their excellent relations with customers, or if the marketing department keeps singing praises to its own marketing plan and activities, it can create an unfortunate divide between marketing and sales, which will no doubt have a diminishing effect on cooperation between the two. Success ought to be attributed to joint ventures, not separate departments.

Combining marketing and sales

Post author: Must Muna / Published: May 18, 2018

Gone are the days when marketing and sales were two distinctly different field avoiding each other like the plague. Instead, more and more entrepreneurs have understood that these two should work in symbiosis, so that both can reap equal benefits from co-existing, without damaging one another.

In the past, a clear line could be drawn between marketing and sales: marketing was seen as an analytical and creative long-term activity aimed at building a brand for the company; as opposed to sales, which was seen as action and communication oriented and focused on short-term gain. Marketing took the first step as it worked on brand awareness, aiming to approach potential customers and attracting them to the product, while salespeople were tasked with the finals step of having to sell the product.

 

By now, however, the line between the two fields has blurred and relevant roles have been combined. The widespread use of inbound marketing in particular has played an important role in cooperation between marketing and sales. Successful companies do not keep these activities in separate cages like a predator and its prey, instead, the two are encouraged to get a whiff of one another and even play together.

 

Studies have shown that companies with close cooperation between marketing and sales have increased their annual profits by an average of 20 percent. The world is getting increasingly competitive, which requires that marketing and sales work together during the entire advertising process. As both activities share the goal of increasing a company’s turnover, it is beneficial to join marketing and sales departments and have them work together. There is even a separate term for the integration of sales and marketing – smarketing. The following should be kept in mind to ensure that such integration is as smooth and effective as possible.

 

Clear target group and product

Sales and marketing departments have to reach an agreement on their target audience and aim of the product. In order for the marketing and sales department to work together, they must first agree upon and formulate their potential customers, define the necessary terms and metrics.

 

Distribution of tasks

Sales and marketing departments should decide and agree upon how to help and support each other, as well as lay down a clear division of duties and responsibilities. In order to ensure sufficient information for both departments to do their jobs, it should also be set out in advance when and how a potential client will move from the marketing department to the sales department.

 

Communication and constant feedback

Sales and marketing departments should decide and agree upon how to help and support each other, as well as lay down a clear division of duties and responsibilities. In order to ensure sufficient information for both departments to do their jobs, it should also be set out in advance when and how a potential client will move from the marketing department to the sales department.

 

Shared goal and responsibility

The combining of roles will not guarantee achieved goals before marketing and sales departments share a joint goal and have clearly distribute responsibilities. Instead of slinging mud at each other – in the case of poor outcomes, marketing departments tend to blame sales departments, who in turn point to failed marketing plans and excessively high prices – both departments should have shared goals throughout the entire process, as well as equal responsibilities and a comprehension of the other department’s activities. If the marketing department and sales department make important decisions together, they will also feel equally responsible for the product and won’t feel marginalized. Moreover, specific strategies and tasks have to be set for both departments, so that they can achieve their shared goal.

 

Attention to results

The management of a company should focus on the results, not on who exactly lead the company to success. If the sales department starts to overestimate their excellent relations with customers, or if the marketing department keeps singing praises to its own marketing plan and activities, it can create an unfortunate divide between marketing and sales, which will no doubt have a diminishing effect on cooperation between the two. Success ought to be attributed to joint ventures, not separate departments.