Why do sales and marketing need to speak the same language?
Sales and Marketing are the pivot of every contemporary company and, unlike other company functions, their activity is closely connected. Or rather, it should be. Because in the end, while acting in different ways or on different stages of the customer journey, both functions have the goal of acquiring customers, retaining them and making the company grow. Without an effective marketing activity, the commercial division would not have leads or prospects to be converted into sales, and the concrete results would be, at best, very poor.
The problem is that Marketing and Sales are often not coordinated. The non-idyllic relationships between them arise from pure and simple communication problems: the two teams are different, have different metrics, often do not work close together and organising meetings is not always easy. Obviously, this is not good for the company. Not to mention when the two divisions blame each other for subdued business results: the Marketing team is accused of not being able to intercept customer needs; the Sales team is accused of inability to transform marketing work into value with effective sales techniques. Whatever the reason, from the “silos” approach to independent IT tools, the lack of dialogue and the misunderstandings between two pieces of the same gear must be solved.
The solution? A common language
To bring functions closer together and maximise synergies, action must be taken at both a strategic and a technical level. The first operation might seem more complex, because it means creating effective communication channels aimed at the common interest: in this sense, the commercial area can provide periodic feedback on the ‘quality of the leads’ that are generated by marketing, creating fundamental ideas and information to maximise the effectiveness of subsequent activities. For its part, the Marketing must make available to the Sales all the details on its own activities and realise product presentations, technical details, videos, images, any element that can somehow enhance the offer and favour the process of ‘closure’ of the sales activity.
For best results, both functions must want to work together. But they must also have the right tools at their disposal: if there is no integrated system for managing customers and activities, the original communication limits will only increase. We look at the problem from the sales point of view during the sales activity: presenting yourself to the customer with documentation, outdated price lists and dated brochures is not a good business card. But sometimes their responsibility is only partial, like when they use self-made presentations and commercial templates, with information, graphics and logos that may not be up to date: the impact on the attentive customer is not the best, and the responsibility it is due to poor coordination between the business divisions.
If improving the organisation is not always easy, equip yourself with efficient tools. Like the technological platforms all-in-one dedicated to managing the sales cycle, it is possible to manage content and documentation, but also to configure estimates and acquire orders.
Thanks to technology, the coordination between Marketing and Sales is expressed at the highest levels both in terms of information sharing and in terms of updating sales support materials: with an evolved platform shared by marketing and sales, the first puts available to the sales force all digital materials on the products, updates them in real time and makes sure that those who act ‘in the field’ are aligned to the latest news and can exploit them to the advantage of the company. In front of the customer, a tablet will be enough to show presentations, videos, photos, images and everything he needs to wear the role of a trusted, proactive and prepared consultant. The negotiation, at that point, will be at hand, and the results will be generated by the teamwork done by Marketing and Sales.