Not aligning marketing and sales is losing money!
Posted: Tue Jan 28, 2025 9:30 am
What is the relationship between the marketing and sales teams like in your company? What we see most often is that either the two teams work in perfect harmony (something that is still rare, by the way), or not a day goes by without one trying to blame the other when the results don't meet expectations!
The truth is that marketing and sales are codependent and, therefore, they need to be perfectly aligned so that the company does not miss out on so many opportunities. But how can we ensure that this happens?
The first step is to better understand the role of each of these teams! Read the article and understand why marketing and sales should be aligned and how to make this a reality for your company!
What is the role of the marketing and sales teams?
In short, the marketing team , which is most often outsourced , is responsible for formulating strategies and campaigns that generate leads , which will be approached by the sales team after going through the nurturing process.
This is where discord often arises when marketing greece whatsapp data sales are not aligned: the sales team expects leads to be ready to sign the contract, while the marketing team believes that the campaign is generating great leads, who just need the right approach to convert into customers .
Another point to pay attention to is when the marketing team's work creates the feeling that the conversion rate has dropped – as if the actions were not being executed well. This happens a lot when the company starts implementing ads to get leads. This situation does not happen because the marketing team is not doing its job properly!
This is because the ads will cause a greater number of leads to contact the company, that is, there are more sales attempts that do not end in a closed contract, but in the end, the sales volume also increases!
That's why one of the most accurate ways to know if marketing and sales are misaligned is by evaluating the performance of your salespeople. If one salesperson has a high sales volume, while another has sold almost nothing, it's a sign that there's something wrong with your sales process ! If you don't have a well-defined sales process, this can also drastically harm your sales.
Another very common view among marketing and sales teams is that one's work ends when the other's begins , but this is a wrong perception that can harm results at the end of the month!
What to do to align marketing and sales?
The first thing you should do is analyze your sales process as a whole. If it is not well structured, it is natural that the results will not be as expected! This is the case in the example we mentioned earlier: the salesperson with the most sales will present much better results than the one with the fewest sales, and this discrepancy is not at all normal!
It is worth investing in training and a well-structured sales process for your sales team. This will help you better organize your sales process, as well as making it easier to analyze results every month so that your company continues to evolve.
As for the marketing team, you need to make sure they are more involved in the sales process! Try to eliminate the common sense that the marketing team only needs to deliver leads to the sales team.
It is important for the marketing team to know the status of the leads that are coming in for contact, in addition to being aware of conversion rates and other metrics so that campaigns can be adjusted in the future, bringing even better results .
Likewise, the sales team also needs to understand the objective of the campaigns and what information the lead receives until they reach the contact stage. This way, the sales team will know the best way to approach the lead and overcome their objections so that they close the deal. Marketing and sales must go hand in hand!
Another tip is to implement a CRM system , which will help centralize the sales team's information, as well as interactions with leads, which makes the marketing team's analysis work easier.
Conclusion
Did you understand how important alignment between marketing and sales is? These two sectors are always mentioned together, and that's because they are so connected. The best results for your company can only be achieved when these teams are truly working together!
The truth is that marketing and sales are codependent and, therefore, they need to be perfectly aligned so that the company does not miss out on so many opportunities. But how can we ensure that this happens?
The first step is to better understand the role of each of these teams! Read the article and understand why marketing and sales should be aligned and how to make this a reality for your company!
What is the role of the marketing and sales teams?
In short, the marketing team , which is most often outsourced , is responsible for formulating strategies and campaigns that generate leads , which will be approached by the sales team after going through the nurturing process.
This is where discord often arises when marketing greece whatsapp data sales are not aligned: the sales team expects leads to be ready to sign the contract, while the marketing team believes that the campaign is generating great leads, who just need the right approach to convert into customers .
Another point to pay attention to is when the marketing team's work creates the feeling that the conversion rate has dropped – as if the actions were not being executed well. This happens a lot when the company starts implementing ads to get leads. This situation does not happen because the marketing team is not doing its job properly!
This is because the ads will cause a greater number of leads to contact the company, that is, there are more sales attempts that do not end in a closed contract, but in the end, the sales volume also increases!
That's why one of the most accurate ways to know if marketing and sales are misaligned is by evaluating the performance of your salespeople. If one salesperson has a high sales volume, while another has sold almost nothing, it's a sign that there's something wrong with your sales process ! If you don't have a well-defined sales process, this can also drastically harm your sales.
Another very common view among marketing and sales teams is that one's work ends when the other's begins , but this is a wrong perception that can harm results at the end of the month!
What to do to align marketing and sales?
The first thing you should do is analyze your sales process as a whole. If it is not well structured, it is natural that the results will not be as expected! This is the case in the example we mentioned earlier: the salesperson with the most sales will present much better results than the one with the fewest sales, and this discrepancy is not at all normal!
It is worth investing in training and a well-structured sales process for your sales team. This will help you better organize your sales process, as well as making it easier to analyze results every month so that your company continues to evolve.
As for the marketing team, you need to make sure they are more involved in the sales process! Try to eliminate the common sense that the marketing team only needs to deliver leads to the sales team.
It is important for the marketing team to know the status of the leads that are coming in for contact, in addition to being aware of conversion rates and other metrics so that campaigns can be adjusted in the future, bringing even better results .
Likewise, the sales team also needs to understand the objective of the campaigns and what information the lead receives until they reach the contact stage. This way, the sales team will know the best way to approach the lead and overcome their objections so that they close the deal. Marketing and sales must go hand in hand!
Another tip is to implement a CRM system , which will help centralize the sales team's information, as well as interactions with leads, which makes the marketing team's analysis work easier.
Conclusion
Did you understand how important alignment between marketing and sales is? These two sectors are always mentioned together, and that's because they are so connected. The best results for your company can only be achieved when these teams are truly working together!