August 25, 2013 at 10:31 am

Sales vs. Marketing: Who Does What?

Sales vs. Marketing: Who Does What?

Marketing vs. Sales

“I’d love to see more sales and marketing teams working more closely, and in unison, to grow their companies.” – Anthony Cole, Sales Management Guru.

The benefits of creating a strong and mutually beneficial alignment between your sales and marketing teams are irrefutable. In 2010, companies who did just that saw a revenue increase of 20%, while those who did not reported a decrease of 4%.

Our partners at Hubspot define the term Smarketing as: “[…] implementing a framework of data-driven tools and practices that help sales and marketing teams work better together.”

Transitioning from the traditional sales vs. marketing environment into a hybrid Smarketing team can seem almost impossible. Your sales team may be frustrated with their current prospects and closing rates and blame the issue on the lack of qualified leads generated from marketing efforts. The roles of both sales and marketing overlap in many areas during the marketing and sales process. This overlap makes it difficult to narrow down responsibilities in prospecting, lead generation and identify which team is not doing their part. In order to better understand how to align sales and marketing efforts, take a look at your teams individually, identify their roles and then identify opportunities for collaboration.

What is the role of my marketing team?
While the role of the marketing team can vary between organizations, the ultimate (and most measurable goal) should be to capture leads. While many organizations do this differently with advertisements, press releases, newsletters or inbound efforts, the most measurable metric translating directly to results is the number of leads obtained through the marketing team’s efforts. If this is not something that your company currently measures, then you may want to seriously reconsider your strategy. It is crucial that every dollar spent in your marketing budget be measured for success to hold your marketing team accountable for the types of leads that are coming in from their tactics.

What is the role of my sales team?
Despite old-fashioned models that deem that sales should be generating leads, research shows that sales teams are most effective when they focus solely on closing the leads that are passed down from marketing. Armed with in-depth intelligence of their leads (assuming your company is using a measurement tool), your sales force should be more prepared than ever to close their sales. Without the added stress of cold calling and qualifying questions, your sales team will be able to devote their time to closing the leads that are most ready to buy.

How do they collaborate?
Once sales and marketing move out of contention and into a Smarketing team, companies typically discover that the sales process is simplified significantly. With the help of a marketing software and a CRM tool, data can be passed through from sales and marketing and back again to assess which leads are most qualified and work backwards in understanding the most effective marketing tactics that drive sales. Tracking process on both sides of the team means eliminating guessing games associated with who is in charge of the growth of our company.

As you start to answer these questions, keep in mind that every company’s sales & marketing teams are different. Team up with the head of your Marketing Director to redefine your sales funnel and seamlessly integrate sales and marketing efforts. While company processes may differ widely from company to company, it’s important to establish expectations and a team dynamic. Without clear expectations of what each team is responsible for and how those roles will grow your revenue, your teams cannot integrate.


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