Unfortunately, obtaining that level of cooperation can be a challenge. With a few internal changes and a concentrated effort at aligning these two teams, however, it is possible to bring everyone together.
Begin by establishing definitions
Written, thought-out definitions can be your savior. They give everyone a concrete idea to look back upon and reduce the potential for miscommunication or misperceptions. Here are a few definitions that everyone in marketing and sales should agree upon.
- What is a quality lead?
- What will sales do when they receive a quality lead?
- What level of communication will be expected between the teams?
- What are the goals for each team?
- What is the process of handing off a lead from one team to the other, and when should it happen?
Enhance visibility and transparency
When each team can clearly see what the other is working on and whether or not they're reaching their goals, they'll gain a better appreciation for the role both teams play in growing revenue for the company.
To improve visibility and transparency, communication and data are key. Like definitions, data gives concrete facts that everyone can consult and reduces the risk of misunderstandings and resentment. There are several ways to produce quality data reports:
- Analyze where leads are coming from and how each marketing source is performing.
- Have marketing team members include highlights of their interactions with leads (such as what content was downloaded), so the sales team can better capitalize on those opportunities.
- Have sales team members report their communication efforts with leads and results.
If your marketing and sales teams are too big, consider having occasional meetings with everyone and regular meetings with just marketing and sales leaders. During these meetings, the data will provide you with plenty of conversation topics. Celebrate each other's accomplishments, but if revenue goals are not being met, make sure both teams are transparent about their plans to make improvements.
Aligning your sales and marketing teams can have a wonderful impact on your bottom line, as well as the overall feelings of cooperation among your employees. With a potential 20 percent growth in revenue on the line, the effort is well worth it.