Both the teams often talk their customers, engage in business development and lead generation ideas. But it is a common phenomenon which can be noticed is that there are varied organizations where there is a strong disconnect between sales and marketing teams.
It has been commonly found that both sales and marketing have different set of responsibilities to fulfill; hence they have varied skill sets and personalities. While the sales team focus on individual customers and their needs on one to one basis whereas the marketing teams deal with a complete set of customers with same characteristics.
Despite all these differences, it is important that both the groups work in close coordination with each other. It is essential that two different teams in a company take up a similar approach when getting in touch with a client as a common message needs to be sent out.
One of the most efficient way to manage the ‘disconnects’, the management should come out in the front and deal with the problems upfront. It has been found that only an effective CRM tool can be of great help in this regard, hence it is important that a consensus is reached on the objectives, sales and marketing initiatives.
Let us take a close look at lead generation for understanding this situation better. Usually, marketing teams find the potential customers and then uses some type of social media platforms until they become interested to know more about the company/product/services.
At the same time, they are passed on to sales team. It leads to number of questions that needs to be sorted out and agreed upon for ensuring that the potential clients’ journey is seamless.
- Is marketing able to check that none of their prospects are employed by a current customer?
- Do the sales and marketing teams have the consistent organization names for their customers, so that there are no cases of duplication anytime?
- Are the ‘pre-qualifying’ questions discussed beforehand so that the sales and marketing are on the right track to attain success?
Each and every ‘touch point’ which the company maintains with the potential client or current clientele should be able to develop a rapport and relationship. This can only be attained when both sales and marketing work with each other in close coordination.