Having been in the industry for 20 years now, I'm pretty tired of the sales and marketing squabbles. More than ever, marketing is generating new business and sales teams are doing a good job at marketing - so why is there such animosity between these two groups? Due to the tension, I do a lot of counseling to help integrate the sales and marketing teams to work better together. Here are some tips to help ease your integration journey. Create a shared goal Are you running your sales reps with sales goals, but allowing your marketing team to run without any? Probably not, right, but if you ask your sales team they might think you do. Another way to put it is that sales and marketing rarely know each other's goals.

This is the number one sign for me that there is no marketing and sales alignment. The easiest way to align with opposing forces is to unite their focus against a common enemy. Rather than spending energy fighting, they Consumer Email List can expend energy beating the goal together. That's why I'm a big believer in a shared goals scoreboard. A dashboard is a set of leading metrics that the two teams share, which includes marketing metrics and sales metrics. This can include website visits, email opens, PPC clicks - all metrics that marketers use to generate traffic and interest. This could also include a number of cold calls, number of appointments, number of emails sent - all metrics that are followed by the sales team to help build the end of the business. conversion funnel.

With the numbers on the table, teams can begin to understand and see how each number impacts the others, and how they all ultimately impact the goal. For example, if we see that PPC (Pay-Per-Click) leads typically close at a higher rate, it allows the marketing team to focus their energy and dollars on this high-value channel. Conversely, if we see the sales team spending a lot of time making cold calls with little results, the marketing department might be able to automate this point of contact with a tactic like account-based marketing. This is more of an experimental idea than a proven method of generating sales, but one of the challenges we typically see is that one team doesn't “understand” the challenges the other team faces.