Do you want to increase your turnover? First, consider improving your conversion rate. You must optimize the collaboration of your marketing and sales teams.
Many tend to confuse the functions of marketing and sales teams. However, in reality, they have different objectives . Although they both aim to increase company's sales and turnover Indeed, marketing strategies are designed to increase brand visibility and awareness , as well as turn unsuspecting people into potential leads. Sales strategies, on the other hand, aim to detect customer needs in order to respond to them in the best possible way, to sell the company's products and services , while taking care of its prospects.
Why combine marketing and sales?
The goal is not to hybridize marketing and sales so that they become an inseparable function. Since marketing and sales have different goals, it is best to maintain separation between these two skill areas. Otherwise, ambiguities in their roles and overlapping responsibilities could make the entire operation less effective.
However, while maintaining separation, you still need to keep your sales and marketing teams interacting . This will create synergy within your organization and improve performance in both areas. You can use the following 5 techniques to improve collaboration between your teams.
1. Use the same technology to manage your leads
First, make sure you choose an effective PRM platform that your teams can rely on to gain insights about potential customers . Your marketing team will be able to store information about new leads and then pass it on to salespeople when the time comes. They will be able to expand customer profiles and use this information to improve their own performance.
Next, the marketing team can look at:
- how these interactions took place,
- which prospects were converted,
- and ultimately generate substantial insights into new prospects.
It can then use this data in future marketing campaigns . The cycle is thus completed.
For better coordination between your marketing and sales teams, you can opt for Magileads . The SaaS omnichannel prospecting platform will save you valuable time thanks to marketing automation. The software allows you to carry out your customer acquisition process from A to Z, from targeting to retargeting. Your salespeople will only receive mature leads. Your marketers will then be able to readjust your marketing strategy based on conversion data. You will keep your teams on the same wavelength thanks to the PRM (Propsect Relationship Management) integrated into the platform. .
2. Stay in constant contact
It's not enough to simply allow your teams to access the same information. If you want to achieve excellence, encourage them to talk to each other regularly . Use a group chat app to exchange information about their groups' activities. You will gain a lot. Indeed, teams may be able to exchange creative ideas or solve problems together more effectively than they would separately. Additionally, one team may need to consult the other to successfully complete a project.
3. Use sales rep feedback in your marketing strategies
Your sales team will likely know your new customers more intimately than your marketing team. Salespeople, who are therefore expected to know customers better, can help more accurate buyer personas that your marketers can use to prospect more effectively.
4. Use Marketing Angles to Maintain Sales Consistency
To be effective, your marketing strategies must rely on key angles and tactics . These often determine the first impression of new prospects. This is why your sales team needs to be kept informed of these angles so they know how to close a deal more effectively . For example, if your marketing department emphasizes your company's history and trustworthiness, that's the angle your sales team will need to take when closing new deals .
5. Focus on maximizing lead strength
One of the biggest potential limiting factors in your sales pipeline will be the overall strength of your leads. Concretely, it is about the likelihood that they will end up buying from you. Your marketing team may be able to generate dozens of new prospects per week. However, if these leads are weak and therefore not very interested in making a purchase, it is of little use to your sales team. Regardless, your marketing team will be more tempted to focus on quantity. On the other hand, with your sales team at your side, you will have the feedback and ideas necessary to optimize a campaign for quality.
Note that the most important thing is that everyone is on the same wavelength. Once this is established, be sure to preserve a system where your marketing and sales teams can work closely together. You should then notice a sales increase and income.
