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All though the terminologies Sales and Marketing are used in the same breath, having worked in a Sales environment, its my experience how different these functions operate as opposed to how they are perceived to operate.
The most important part is that both the functions should understand that they go hand in hand and are equally important to each other for better efficiency. None of the function can operate effectively in isolation. Hence:
1. A transparent feedback mechanism is highly recommended, wherein Sales team can provide insights to the marketing team on any changes in customer buying pattern or preferences and marketing can provide insights on new competitor trends and product or services.
2. Sales targets can be shared with Marketing team and sales team can be given additional responsibilities to identify new markets and product opportunities.
3. Cross - functional training's can be designed to ensure the above points.
All in all, it would ensure a cohesive work environment and would definitely increase the targeted positioning and segmentation of the product and service.
I strongly believe in job rotation programs. This could turn out in a best relationship between marketing and sales too.
It’s true. Sales and marketing don’t get on. In fact, 87 percent of the terms sales and marketing use to describe each other are negative It’s bad for business and it’s got to stop Communication, as in every other walk of life, is key. You need to have regular meetings, with agreed topics for discussion and hard data to back up queries or gripes.
‘At other companies the primary relationship between the two teams might be between the VP Marketing and the VP Sales. This is a mistake.’ HubSpot recommends weekly meetings with the entirety of both teams as well as informal regular meet ups for different parts of the teams. They suggest developing common terminology to make sure everyone is communicating clearly.
They even suggest mixing up desks to have sales and marketing sitting amongst each other meaning everyone can see first hand what the other does, and asking questions becomes easier and more natural.
