Marketing and sales need a new mindset and work together!

The importance of the marketing and sales team's performance for a company's results is unquestionable.  But how should this alignment between the two areas be?  Read this text to understand why these two sectors need to work together to maximize their chances of success.  Marketing and sales: what does it do?  These are two very strategic areas within companies, which are effectively responsible for a company's financial results.  Do you know what each sector must do to achieve these goals of selling more?  The first step is to align your actions together.  But let's understand what each team does.  In the classic marketing and sales concept, marketing has always played a role before sales, acting as a support, because it is the sector responsible for improving a consumer's perception of a brand.  Within this context, whether for an older or current scenario, the team in this department must: Study and create actions to position the company in the market; Know the consumer itself; Plan institutional communication; Know the digital marketing tools to work with inbound marketing; Create promotional campaigns; Understand how to attract customers; Understand the sales phases to deliver more effective opportunities to the sales department.  When digital marketing creates a well-planned strategy, it will seek to attract the attention of leads (generate leads), which will be nurtured and qualified, to be passed on to the sales department, which will initiate a relationship with a view to closing a deal.  After receiving the “baton” from marketing, the sales team will seek to take the opportunities presented by marketing to the point of closing the deal, that is, they need to have an effective “attack plan”.  This is when the sales funnel closes, when prospects make the purchase and become customers.  To do this, after establishing a connection with leads, salespeople need to make the correct diagnosis, keep their attention and present solutions that will encourage them to close the deal.  What is the relationship between sales and marketing?  Digital marketing is also evolving and, although the roles and functions of sales and marketing remain the same, they need to be much more aligned and work together because the consumer has also changed.  Nowadays, future customers have access to endless information on the internet, and they come to the sales department with knowledge on the subject and the power of voice.  Therefore, having marketing and sales working side by side is much more than just holding a few sporadic meetings; it is having more unified and integrated marketing and sales management to provide better preparation and increase customer acquisition.  This is necessary because in many cases within companies these roles clash when actions do not produce the expected results.  So, it's common for the sales team to complain that the leads coming from the marketing team are not properly qualified, and salespeople are wasting time with cold leads that don't advance in the funnel.  The marketing team may complain that the sales team is not knowing how to take advantage of the opportunities that come their way and that they are not providing feedback on the real needs of prospects, their pain points and challenges, so that the marketing strategy can be increasingly assertive.  The best solution to this issue is to invest in joint marketing and sales management, with everyone committed to the same mission, although with different responsibilities.  With efficient marketing and sales management, it is possible to empower teams, have well-defined processes, understand where the bottlenecks are and draw up development plans.  Marketing and sales planning In this new unified vision of marketing and sales, the areas need to talk to each other more, even as they continue to fulfill their roles to benefit from a more effective marketing and sales funnel.  When it comes to marketing, it is necessary to constantly experiment, carry out more analysis and research to help understand the customer profile and better design the purchasing journey.  To do this, a good conversation with the sales team can result in a broader view of the profile of future customers, because the salesperson knows a lot about what might please the consumer, as they are at the forefront of the process.  You will certainly have a lot to share and add.  This conversation can also avoid wasting time on rework, in case the planned materials do not meet the sales team's demands.  In this case, the marketing team can produce content that is more effective within the marketing funnel (top, middle and bottom), creating materials that will make leads advance more quickly towards the final process, because they will be “educated” in a more perfected way to be passed on to the sales team.  Another important point for marketing is to understand how many qualified leads (MQL) each material created by marketing can generate.  This way, you will have elements for decision-making.  This alignment will be very important for the sales team as well, who will have the opportunity to know that they will have effective support material to help them achieve their goals.  In addition, it will give the seller the opportunity to prepare more for the arrival of a lead from a certain material, improving their own approach.  Nowadays, salespeople need to act in a new way, focusing on the problem and being more persuasive in offering the solution.  Conclusion It may not be easy to understand that the marketing and sales sectors need to be much closer together in the processes, but change is imperative if companies want to generate more positive results.

Marketing and sales need a new mindset and work together!

The importance of the marketing and sales teams for a company's results is unquestionable. But how should this alignment between the two areas be?

Read this text to understand why these two sectors need to work together to maximize their chances of success.

Marketing and sales: what does each sector do?

These are two very strategic areas within companies, which are effectively responsible for a company's financial results. Do you know what each sector should do to achieve these goals of increasing sales? The first step is to align their actions together.

But let's understand what each team does. In the classic marketing and sales concept, marketing has always worked before sales, acting as a support, because it is the sector responsible for improving a consumer's perception of a brand.

Within this context, whether for an older or current scenario, the team in this department must:

  • Study and create actions to position the company in the market;
  • Know the consumer himself;
  • Plan institutional communication;
  • Know the digital marketing tools to act with the inbound marketing;
  • Create promotional campaigns;
  • Understand how to attract customers;
  • Understand the sales phases to deliver more effective opportunities to the sales department.

When digital marketing creates a well-planned strategy, it will seek to attract the attention of leads (generate leads), which will be nurtured and qualified, to be passed on to the sales department, which will initiate a relationship with a view to closing a deal.

After receiving the “baton” from marketing, the sales team will seek to take the opportunities presented by marketing to the point of closing the deal, that is, they need to have an effective “attack plan”.  This is when the sales funnel closes, when prospects make the purchase and become customers.

To do this, after establishing a connection with leads, salespeople need to make the correct diagnosis, keep their attention and present solutions that will encourage them to close the deal. 

What is the relationship between sales and marketing?

Digital marketing is also evolving and, although the roles and functions of sales and marketing remain the same, they need to be much more aligned and work together because the consumer has also changed. 

Nowadays, future customers have access to endless information on the internet, and they come to the sales department with a great deal of knowledge on the subject and the power of voice.

Therefore, having marketing and sales working side by side is much more than just holding a few sporadic meetings; it is having more unified and integrated marketing and sales management to provide better preparation and increase customer acquisition. 

This is necessary because in many cases within companies these roles clash when actions do not produce the expected results. 

So, it's common for the sales team to complain that the leads coming from the marketing team are not properly qualified, and salespeople are wasting time with cold leads that don't advance in the funnel. 

The marketing team may complain that the sales team is not knowing how to take advantage of the opportunities that come their way and that they are not providing feedback on the real needs of prospects, their pain points and challenges, so that the marketing strategy can be increasingly assertive.

The best solution to this issue is to invest in joint marketing and sales management, with everyone committed to the same mission, although with different responsibilities.

With efficient marketing and sales management, it is possible to empower teams, have well-defined processes, understand where the bottlenecks are and draw up development plans.

ebook wants to learn how to generate leads without headache

Marketing and sales planning

In this new unified vision of marketing and sales, the areas need to talk to each other more, even as they continue to fulfill their roles to benefit from a most effective marketing and sales funnel.

When it comes to marketing, it is necessary to constantly experiment, carry out more analysis and research to help understand the customer profile and better design the purchasing journey.

To do this, a good conversation with the sales team can result in a broader view of the profile of future customers, because the salesperson knows a lot about what might please the consumer, as they are at the forefront of the process. They will certainly have a lot to share and add.

This conversation can also avoid wasting time on rework, in case the planned materials do not meet the sales team's demands.

In this case, the marketing team can produce content that is more effective within the marketing funnel (top, middle and bottom), creating materials that will make leads advance more quickly towards the final process, because they will be “educated” in a more perfected way to be passed on to the sales team.

Another important point for marketing is to understand how many qualified leads (MQL) each marketing material can generate. This will provide elements for decision-making.

This alignment will be very important for the sales team as well, who will have the opportunity to know that they will have effective support material to help them achieve their goals. 

It will also give the salesperson a chance to prepare themselves better for the arrival of a lead based on a specific material, improving their own approach.

Nowadays, salespeople need to act in a new way, focusing on the problem and being more persuasive in offering the solution.

Conclusion

It may not be easy to understand that the marketing and sales sectors need to be much closer together in the processes, but change is imperative if companies want to generate more positive results.

But, when establishing this new vision, the results will change, at least it has been like this for companies that were not afraid to develop this new vision and are more efficient in their commercial operations.

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