9 problems solved with the integration of Sales and Marketing – WAU
It was a time when the Marketing and Sales sectors were disconnected. More and more companies are realizing the importance of integration and alignment between these two fundamental areas. Also called smarketing – combining the terms sales and marketing – or vendarketing, this concept deals with joint work between […]
It was a time when the Marketing and Sales sectors were disconnected. More and more companies are realizing the importance of integration and alignment between these two fundamental areas.
Also called smarketing – joining the terms sales (sales) and marketing – or vendarketing, this concept deals with the joint work between the two teams, always with the objective of bringing more business to the company.
Will we understand what problems are eliminated in the company by promoting this integration?
With the areas working together, the teams work daily together, understanding that the actions of one will impact the results of the other.
This is where the importance of harmony between professionals comes in, so that an optimized process of converting customers takes place within the sales funnel.
Waste of time
The alignment between these two sectors also saves employees time. That’s because when information is shared by everyone, it is no longer necessary for anyone to chase the data.
Or, worse, stop having access to them. Thus, the actions gain agility and a much more assertive dynamic in the response time to customers and prospects.
We live in a time when it is much easier to share knowledge. The internet doesn’t let us lie. Even so, in many companies there is still a culture of centralize information in a single sector or professional, often out of fear.
This lack of transparency impacts the company’s routine and can also be crucial for the growth of the business.
With Sales and Marketing working together, all of this data is shared. A survey conducted by Marketing, for example, to better understand consumer behavior, can and should be widely used by the Commercial area to improve the sales approach.
Enough bad lead!
Marketing starts to receive feedbacks from the commercial team, understands what are really good leads for sales and thus starts to make this delivery with more quality.
Sales, in turn, when receiving these better leads, are much more likely to increase the number of closed deals.
Often involved in their routines, these departments can act separately and have no idea how other areas work. This can be fatal to the company, because each sector is speaking a different language and does not understand what the other’s objective is.
When that happens, the information is loose and the communication is impaired. It is essential that some issues are aligned, especially in the way the concepts are interpreted.
For example: is the ideal persona for one the same as the other? What does each industry consider a qualified lead? What are the steps in the business process?
For this to flow well, conversations and exchange of ideas cannot be missing. It is ideal for marketing and sales teams to meet frequently and use tools to facilitate communication.
Undefined goals and metrics
It is important to define joint goals of the teams and the metrics that should be measured. With transparency in actions, it will be easier to define and align these numbers.
It is important to create routines to evaluate the results – through periodic reports, for example -, keeping in mind that smarketing needs to reflect a growth in the areas of Marketing and Sales and also of the company as a whole. See 4 metrics that the Marketing and Sales teams should keep an eye on.
Lack of a formal employment agreement
The SLA (Service Level Agreement), or service level agreement, will help with work arrangements between teams. It defines the commitments of each area so that the objectives are aligned to increase closed deals.
Teams without engagement
What manager who doesn’t want to see his team wearing the shirt? This integration between the teams also promotes a much greater engagement, once they both know they are playing to win.
Sales below goals
When the Marketing actions are aligned in order to help the commercial team to have better results, the whole company wins.
A survey by the American research organization Aberdeen Group found that companies where the Marketing and Sales teams are aligned achieve 20% growth in annual revenue.
In addition, it is also important to highlight the cost reduction, since the commercial no longer needs to be wasting efforts with leads still in the learning phase.
And in your company, does this integration between areas already exist? Try to encourage this change in behavior to have strategies much more aligned with the objective of making the company grow!
Camila Prochnow, from Next Idea.