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How to Get Sales and Marketing Working Together

There are lots of reasons to align your sales and marketing departments. How does 20% annual growth sound? How about shorter sales cycles, lower market-entry costs, and lower costs-of-sales?

While sales and marketing teams historically have waged war, there’s much to gain from their collaboration. But how can a company encourage sales and marketing working together?

Keep reading for a clear path to a more collaborative relationship between sales and marketing in your organization.

Sales And Marketing Working Together: How To Get There

Getting these two teams to work together instead of at odds can seem like walking into a summit to draw up a peace treaty that will change the world. But with this solid plan, you can realize the benefits that come from sales to marketing alignment.

Step 1: Common Ground

How marketing and sales work together stems from finding a common ground within the company’s goals. Both teams want to grow the company. You can help them realize this common ground exists by highlighting their mutual goals to increase:

  • Customer base
  • Brand awareness
  • Profits

When everyone wants the same thing, it’s easier to work together.

Step 2: Meet Regularly

It’s easy to despise a team your own doesn’t have to interact with. When you bring sales and marketing departments together more often, you remind them of the common ground you established in step 1. You also reap the benefit of two different skill sets working toward the same cause.

Before each meeting, make sure everyone agrees on an agenda.

Step 3: Develop Buyer Personas

Both teams need to understand the ideal buyer. Meet together to agree on:

  • Buyers’ pain points
  • Challenges to selling and marketing to a buyer
  • Buyers’ objections

Once everyone understands that they share the same issues as well as the same goals (step 1), you’ll be closer to alignment.

Step 4: Get Social

We’re not talking social media, though all employees should be sharing your brand’s content socially. No, instead we’re talking about inviting both teams to interact socially outside of work.

This establishes common ground unrelated to business, strengthening the relationship between the two departments.

Step 5: Standardize The Hand-Off

If you’re not following current CRM trends, then it’s time to get up to speed. CRM stands for customer relationship management and both marketing and sales professionals should be using this software to complete a standardized hand-off.

Step 6: Mutual SLAs

Service level agreements, or SLAs, should be mutually developed and agreed upon between both teams. Then, they should be shared with both teams, and made public and visible. When everyone is on the same page, it’s harder to argue over how things should be done.

Wrapping Up

Frequently sharing information–in other words, communicating–between both teams is the reason 57% of businesses were able to align their sales and marketing departments.

Communicating common ground, common frustration, and common goals can knit together these two teams in your organization to drive growth and employee morale.

It’s natural to still have questions. If you do, drop us a line. We’d love to help you realize your organization’s potential by getting sales and marketing working together.

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