Marketers don’t work in a vacuum. A lot of marketing is cooperating with other people who have input and insights that must be taken into account. When you have a big company, there might be several levels of directors and supervisors and teams, all of which must collaborate, hopefully without too much tension.

Align your goals

One trick to avoiding tension is making sure your marketing goals line up with the sales goals. Rachel Balik, a content strategist with expertise in B2B technology and digital communications technology, explained, "With the rise of marketing automation technology, the emphasis on lead generation has grown faster than might be right for the goals of the business overall."

After all, your business can only handle so many new leads and if your system is overwhelmed, you’ll end up with negative feedback rather than positive. Sales needs to be able to control those numbers in order to provide all new customers with a good introductory experience. Or, they might be more interested in maintaining their current clientele, rather than gaining new ones. You won’t know unless you align your goals.

Don’t compare your metrics

Another problem sales and marketing departments have is their different ways of measuring success. Balik pointed out, "The problem is that most marketing metrics don’t translate into meaningful outcomes for sales. More booth scans, more website traffic, more tweets. .. they’re all exciting outcomes for marketing, but as it turns out, more isn’t always better." The way to avoid this issue is to think of metrics in turns of what they mean for both departments, not just one at a time. That way you can see where your real path to success lies.

Brainstorm together

Marketing departments spend a great deal of time spinning their cognitive wheels coming up with new ideas. They use words like "engage" and "converse" and "explore" and "discover" because this is what they want the consumers to do. They survey focus groups and travel among the populace finding out what works and what doesn’t. Meanwhile, back in sales, people are on phones trying to get people to act on that interest. These are two different fields of knowledge that should be combined more often. Marketers who don’t know what it really takes to sell a product can’t be as effective in their marketing plans.

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Source:marketingland.com/5-reasons-sales-team-hates-103967

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Vrent Wood

New York City

Labels: Sales