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A common fault that I find in the businesses that I coach is a lack of alignment between the marketing and sales operations. 

Actually, I consistently discover a lack of cooperation and collaboration between most departments in any given business operation!

Simply stated, the fundamental purpose of a company’s marketing efforts, beyond building their brand, is to generate and increase leads, i.e. opportunities for the sales organization to pursue and follow-up.

In order for the marketing team to excel, there must be consistent and frequent communication between these two business sectors (versus having them operate in their respective “business silos.”)

This lack of alignment between the marketing and sales operations can easily be remedied via well structured weekly, or worst case fortnightly, meetings between these two groups. 

The objective outcomes…

  • monitor performance
  • establish actual or perceived return on investment (ROI) from the marketing efforts
  • provide updates on what is and isn’t working in terms of lead generation
  • discussion regarding new opportunities that may have surfaced as a result of marketing efforts

My recommendation is to conduct a quick check-up within your business to gauge if these two business functions are operating in a co-dependent fashion.  This is mandatory in order to optimize sales productivity & results.

 

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