The disconnect between sales and marketing is probably as old as the two industrys/jobs. Many companies keep marketing and sales in separate departments which never talk to each other, which not only causes friction, it can mean lost sales, especially in these days of the social web. For example, today over on Social Media Explorer, Ilana Rabinowitz talks about salespeople who cold-call her company without even bothering to learn more about her or the company:
Where did you go wrong, you ask? First of all, you never really tried to establish a relationship based on being helpful. I realize this takes time, but so does building a business. Your cold call is to selling what playing the slot machines is to earning a living. Second, you never tried to understand anything about my business. Maybe if I were desperate for ways to spend my time and did decide to take your call, I know that your presentation is going to be as canned as the message I hear when I am on hold at my bank. – B to B Companies: Social Marketing and A Cautionary Tale by Ilana Rabinowitz | Social Media Explorer
In today’s social web, there is a wealth of information about people and companies. While marketing is busy connecting and talking to potential customers about their needs, sales needs that same information to provide helpful and tailored conversations that will be more efficient for everyone involved.
A good CRM can help the situation by tying customer information with their social profiles (Twitter, website, etc.) so salespeople know where to look for more information. But really it requires that the salesperson takes the time to do some digging on their own, including using social search tools to find out more about the conversations the customer is having, as well as general comments about the company and products.
Marketing can also help by providing general information to sales in terms of customer sentiment as well as problems and questions about the products. Marketing has a wealth of information that sales needs to do their job.
Vice versa, sales should also be hearing a lot of information directly from customers that can help marketing produce better products and market them more effectively. Feedback from sales to marketing can help make the company’s products better meet the needs of customers (which makes everyone’s jobs easier).
In reality, it’s no longer up to sales to build relationships with customers. Marketing and customer service may be on the front lines throughout the process as well by being connected online. Communication lines need to be open throughout the company to make the process as effective as possible for the customer. How to do this? It requires moving and thinking as a team working together instead of separate teams moving independently. It also requires opening up access to information and data throughout the company, so that it’s available to whoever needs it. And it requires the implementation of tools that make collaboration and information sharing possible.
How do you think sales and marketing can work together to be more effective?
(photo by LancerE, on Flickr)