Too often, sales and marketing teams operate as if they are two completely different businesses. Sales focuses on making sales and bringing in new customers, while marketing is responsible for branding, creating content, and generating leads. While there are some inherent tensions between the two teams, when they work together closely, they can create powerful synergies.
Sales teams that work closely with marketing teams can reap the following five benefits:
1) Increased sales: When sales and marketing teams work together, they are able to create a more seamless sales process that can result in increased sales.
2) Higher customer satisfaction: Working together allows sales and marketing teams to get a better understanding of customer needs and wants. This, in turn, leads to higher levels of customer satisfaction.
3) Improved efficiency: When sales and marketing teams work together, they are able to eliminate duplication of effort and create a more streamlined process. This can lead to improved efficiency and productivity.
4) Better use of resources: Working together allows sales and marketing teams to pool their resources and create a more effective use of time, money, and other resources.
5) Greater success in achieving goals: When sales and marketing teams work together, they are able to develop more comprehensive strategies that can help them achieve their goals. This can lead to greater success for the business as a whole.
Apple is a company that has successfully integrated sales with marketing. By combining the sales and marketing teams, Apple was able to create a cohesive strategy that resulted in record-breaking sales numbers. The marketing team created ads and other marketing materials that appealed to the target audience, and the sales team was able to effectively sell these products to consumers. As a result, Apple sales exceeded $215 billion in 2017.
Sales and marketing teams should be working closer together in order to get a better understanding of customers. By having customer data available to both teams, this will help them to work more cohesively and be able to drive sales and marketing results. By making customer data available for both teams this will be a stepping stone for closer cooperation and start driving a “data culture”within the organisation.