Although they are often treated like different worlds, the goals of marketing and sales are the same: to help guide customers further down the pipeline, inching them towards that point of conversion. As such, they do need to work together, whether you realize it or not. Here are a few reasons why.
You get better leads
The quality of business leads that your sales team follows up on is vital to the success of your outreach, to put it simply. With better business leads shared by both marketing and sales, you can make sure that both sides can fit their content better to the high-value targets that they should be going after. Using lead scoring measures can help you make sure that both teams are targeting those that they should be.
More consistent communication means better engagement
If your teams are communicating with each other more effectively and creating a unified approach to conversions, then your customers are going to benefit. The sales team is going to be nailing the same points that the marketing catches their eye with, making sure that you do not lose engagement somewhere along the way. Consistency in your branding and how you sell the appeal of your products and services is crucial to keeping your target market engaged. If your teams are not coordinated with each other in terms of communications, then you are more likely to lose that point of engagement when you shift from marketing to sales.
Get a better understanding of your customers
With the use of the better business leads to go with a more combined approach between the two branches of your outreach team, you can do more than engage your target market better. Your sales team (when well run) excels in getting to know your customers and speaking to their pain points as well as their aspirations for the products and services you provide. This can then go back to the marketing team, helping them better craft messages to speak to those points as well as other factors that can help them better align their strategies to the target market.
You can better see what does and does not work
Sales and marketing both play a vital role in converting customers to your business. If something is going wrong, you need to know where it is. When your two teams are communicating and sharing data, it can become easier to see where certain customers became less engaged or bounced off. This will then allow the teams to better collaborate in fixing the issue. The better you learn your outreach processes and where they go wrong and right, the better both branches can incorporate that information into their efforts.
If you want to sharpen your approach to converting customers, then you need to look at how the entire process of conversion works, making sure that everything fits together cohesively. Forging better relationships between sales and marketing is an effective way to do that.