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Sales and Marketing: different sides of the same coin?

Kinga Edwards
Sales and Marketing: different sides of the same coin?

Sales departments today do not have the easiest task: on the one hand - they have at their disposal many tools and methods for automating their activities, and on the other - they often simply lack time to implement such solutions or get frustrated with their unfamiliarity and return to manual operation. Failure to understand the processes and problems of sales departments may cause conflicts and troubles in other departments, and thus - in the functioning of the entire company. One of the aggrieved parties may be the marketing department, which, due to ineffective cooperation, may find it difficult to support sales with marketing campaigns.

It turns out that the proper cooperation of the sales department with the marketing department can clearly affect the productivity and the effect of: a new or current, satisfied customer. Can these departments help each other in relation to the planned goals?

How can sales and marketing work together?

Often, sales and marketing miss the corridors and… expectations. Sellers expect measurable campaign effects from marketers, marketers accuse sellers of incompetent closing of sales and lack of feedback. Internal communication, understanding own needs or verification and optimization of effects often fail. As a result, sellers lack the necessary materials to finalize transactions or test new methods of reaching, and marketing has too little information whether the campaigns translate and what customers are looking for.

How can the marketing department help the sales department?

While many salespeople may chuckle under their breaths and say that marketers aren't contributing to the sales team, the truth is quite the opposite. Being proactive in your marketing department can help your sales department set the right goals and work to achieve them effectively. Marketers are responsible for researching not only keywords and trends, but also the competition - and such information is certainly valuable for the sales department. Equally important here is the issue of setting up paid campaigns and choosing good target groups that reach a carefully selected marketing message. However, marketers should not ignore organic activities that rub against growth hacking in order to facilitate effective work not only for themselves, but also for the sales or customer service department. The role of content marketing is particularly important, especially in the B2B area, which we will focus on below.

How can the sales department help the marketing department?

At this point, it would be the marketers who would laugh and say that salespeople can't really help with their day-to-day work. Nothing could be more wrong. Thanks to the feedback from sellers or customer service employees, marketers can prepare valuable materials for the sales funnel, product presentations or appropriate forms and tabs on the website. One of the examples of tabs can be FAQ - Frequently Asked Questions - i.e. frequently asked questions. Such a list, provided by sellers, can be properly prepared and placed on the website by marketing personnel, thus reducing the number of inquiries sent (customers in a given situation can find the necessary information on the website). Without feedback from salespeople, marketers would often only be able to guess or preview similar tabs in competitors, which could be devoid of value, quality, and response to the real needs of customers and potential audiences.

Sales and marketing are natural collaborators for the sole reason that they're both front-line, customer-facing professions. The goal of marketing is to bring in more leads for the sales team and to raise the number of customers using your product or service.

They both work to ensure that what's on offer is attractive to customers. They also share resources in that marketers can help with advertising so as to speak directly to their target audiences. And finally, they influence each other -- if a retailer wants good word of mouth referrals amongst current or potential customers, then it's worth investing in quality service which makes satisfied customers want coming back again and again.

Over to you

Sales and marketing can work together in a number of ways. One way is when sales close the deal, but marketing provides the tools necessary to drive customer acquisition.

Sales may not be able to close deals without marketing's help, so it is important for sales and marketing to promote themselves as one. Even if sales don’t need each other at all, they should partner with marketing because their success depends on it. 

It's imperative that both business partners understand that although they are independent entities, they are not mutually exclusive either. They must put aside any egos or biases they have about themselves and realize that without each other there would be no revenue coming in at all! 

Kinga Edwards
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