Sales and marketing are two very important, but different, functions within a business or organization.
Simply put, marketing involves laying the groundwork for the sales process. That includes attracting leads and prospects to your business. Sales, on the other hand, involves closing the deal.
Easy enough, right?
Not so fast.
It’s important, more so now than ever, for these two departments to work together. Though different, sales and marketing are connected and share a common goal … to attract prospects and turn those prospects into customers by providing them with a solution to their problems.
When businesses understand that both functions are critical to the buyer’s journey, and recognize that by working in alignment they can continually improve strategies and processes, they ensure more meaningful results.
If the two aren’t already aligned in your company, here’s why you should begin now.
What Is Marketing?
Marketing informs people about your business, educating them about how you can offer a service or a product that meets their needs or wants.
Every business should have a marketing plan to help them be successful in their marketing efforts. Studies have shown businesses that plan grow 30% faster.
Marketing takes the reins in determining the business’s Unique Selling Proposition (USP) - essentially what it is that makes that company stand apart from the competition. Marketing researches target audiences, what those audiences need and how the company’s products or services best meet those needs.
There are several types of marketing that may benefit your company depending on your target audience or buyer persona:
- Content marketing, such as blogs, ebooks, white papers and podcasts. Blogging, in particular, is one of the single most effective tools in attracting customers you want and providing real solutions or education around the areas that interest them the most.
- Search engine optimization, or SEO. This process optimizes content on a website, including in blogs, so that your content appears in search engine results. This is particularly useful when you’re trying to attract people who have performed searches that relate to the service you offer.
- Pay-per-click marketing, also called paid search. This involves placing your ad where your customers are searching. An example of this is Google AdWords. Each time a user clicks on an ad, you are charged a certain amount of money.
- Social media marketing, such as Facebook, Facebook Messenger, Twitter, Instagram, YouTube, Tumblr and LinkedIn. Facebook ads, in particular, can help you target those with a need (even one they may not recognize) for your product or service.
- Email marketing that targets certain segmented audiences. There are services available to help with this, such as Constant Contact and iContact.
- Print marketing, such as newspapers and magazines. Several different publications offer sponsorship and advertising opportunities that can be beneficial if the publication’s readership aligns with your target audience.
More sophisticated marketing teams can use a combination of the above or segment their audiences to ensure the right people are receiving the right messages. They can use advertising, public relations, digital tools like email and social media, and other resources to distribute their carefully crafted message at the right time and right place to best create opportunities.
What Is Sales?
Once marketing has generated leads, the sales team is generally responsible for converting those leads into sales.
Though sales is often thought of as the conversation that will help people determine whether or not they will buy from you, there’s a lot more to it.
Salespeople tend to work and build relationships in more personal, one-on-one situations. Their strategies are about developing an understanding of the customer and overcoming objections. Through their more direct and personal approach, they can serve as excellent brand ambassadors for the company, while also becoming a trusted partner and problem-solver for the client.
Why Must They Work Together?
Without marketing, customers and potential customers might never be introduced to the company. Without sales, the company might not be able to maintain the necessary revenue stream needed to stay in business.
The need for both marketing and sales is evident. Today, however, it’s more important than ever that the two work together.
- Customers must be marketed to with the right message, and at the right time and place. If just one of those doesn’t happen, your content likely will be overlooked … or worse, deleted forever.
- You’re competing with access to information. The web makes it easy to find whatever information you are seeking, including user ratings and product reviews. Many customers make purchase decisions before they even talk to a supplier. That means the buyer’s journey is happening without you.
- Businesses that tightly align their sales and marketing teams and their processes grow faster. According to HubSpot, organizations with good alignment achieve 20% revenue growth on average annually. Those that have poor alignment saw revenues decline by 4%.
Other benefits of aligning the two teams include better communication, improved transparency, and an overall better collaborative environment.
For example, because of the relationships they build with customers, sales professionals are in an excellent position to provide useful feedback and customer insights to the marketing team so that they can continually improve products, positioning and understanding of the buyer’s journey.
A key function of marketing is to delve into the needs, challenges and problems that ideal customers have … and be able to attract and convert them into potential sales leads.
However, the marketing component does not stop there.
Olivia is the Co-Owner and VP of Sales for InTouch. She loves getting to know and connecting with people.