Even though the terms sales and marketing are used interchangeably, the respective teams are often far from working together despite various benefits of both working together. Sales and marketing work towards a similar goal of gaining more customers and growing business, but in significantly different ways.
Sales is a direct process where a salesperson communicates with the customer and drives them to make a purchase. It can be a short or long process depending upon the conversation that a salesperson lays out to the customer for carrying out the sales process.
Marketing is a more holistic approach to make customers aware of a brand, product, or service. Generally, marketing does not involve one-to-one dealings with customers.
The frayed relationship between the sales and marketing team ends when marketers generate a lead and salespeople persuade them to convert and make a purchase. The sales and marketing process of the digital era demands increased and improved communication on both teams’ part. Salespeople are able to gain first-hand knowledge about customers, while marketers can provide data on what type of content their target audience responds to.
Let’s discuss how marketing and sales working together can benefit organisations.
Benefits of sales and marketing working together
Several companies allow the sales and marketing team to work independently and fail to capitalise on the opportunity and benefits of sales and marketing working together.
The benefits of sales and marketing working together outweighs the challenges brands face in generating a return on their investment by combining the objectives of sales and marketing.
How to get sales and marketing to work together?
Here are some effective ways to combine sales and marketing to work together:
At the core, sales and marketing are separate departments of a company. However, they work towards achieving the same goal of generating more quality leads, converting leads that match the defined buyer persona, and establishing a loyal customer base. Aligning both departments can speed up the sales process for brands.