Sales and marketing management is a fine art that can be difficult to get right. Many companies struggle when it comes to this aspect of business management.
But you can master it. You can go about sales and marketing management in a way that benefits your business. First, though, you need to understand the “how.”
Your sales department focuses on presenting your customer with a product or service in such a way that they can make the sale. Meanwhile, your marketing department turns its attention to promoting said product or service. That means they are doing market research to find the right audience. Then, they’re often putting out hyper-focused ads to target them.
You could say that marketing draws in your customer, while sales guides them to buy your product.
So, since they have such similar goals, why don’t the two departments work more cohesively?
Today, let’s talk about the commingling of the two different departments and the goals they work to achieve. We’ll take a closer look at the answers to questions like:
“What makes sales and marketing skills important?”
“How do sales and marketing management work together?”
What is Sales and Marketing Management?
In a lot of companies, sales and marketing departments hardly interact. That can be to the detriment of the company. One study gave us some insight here.
A company that has higher involvement rates between departments is three times more likely to be effective. That’s an attractive statistic, and one that you should try to replicate in your own business.
The sales and marketing management process aims to bridge the gap between your two teams. It also works to perfect the art of teamwork, and bring in more sales.
So, it’s not so much a matter of sales vs marketing. Rather, it’s the idea of sales and marketing management bringing your business success and sustainable growth.
Sales Process Training
You want a training program that covers your company’s unique sales process. That’s your ticket to success when it comes to sales and marketing management.
This sort of training will give your sales and marketing departments the skills to empower themselves and boost their confidence.
Your specific sales process ensures your team, including your managers, has the right information on the products and services they sell. This will leave both teams sure that customers and prospects cannot stump them with any question they may ask.
This all gives them the skills to navigate through closing sales, and turn potential deals into tangible ones.
What Makes Sales and Marketing Skills Important?
As we’ve mentioned, your sales and marketing departments should serve as your primary resources when you need to draw in customers and drive revenue. In other words, no sales and marketing means no revenue.
For that reason, it’s in your best interest to help your sales team grow. This is the meat of sales and marketing management. Without your marketing and sales teams working in tandem, your entire company could stall.
Marketing helps in particular by widening your reach. The more people your business can reach, the more sales you can make. At the end of the day, this dictates how well you’ll do.
How do Sales and Marketing Management Work Together?
Let’s explore how sales and marketing management work together with the below seven reasons…
Key Performance Indicators or Objectives and Key Results
You don’t have to isolate key performance indicators (KPIs) and objectives and key results (OKRs) between your marketing and sales teams.
Both KPIs and OKRs are crucial in monitoring and improving your business through sales and marketing management. Your business will then have a better shot at a positive ROI.
That means once your company’s various teams share a common goal, you’ll be able to zero in on what you need to do to have better overarching results.
Eliminate Barriers with New Hires
One way to bridge the gap between your departments is by hiring people with experience in both sales and marketing.
Integration of that into your recruitment process should be simple. Use additional questions to ask the applicant about their experience relating to both fields.
Also, keep an eye out for people who excel in collaborative environments. Strong collaboration skills could be useful for the transition, in the absence of experience in both departments.
Leverage Expertise Amongst Team Members
It may not be easy to realize, but you can’t do everything. Even if you could, we wouldn’t recommend it.
When it comes to sales and marketing management, make sure that you leverage the experience and expertise of both teams. This may take time to put in place.
But, when your sales or marketing team can reach out and accept help, it will improve the effectiveness and efficiency of your company.
Promote Collaboration by Forming Committees
Looking for a good way to bring the two teams together and promote collaboration on projects? Form committees with people from sales and marketing.
As people work together and develop a rapport, it’ll be easier to come to one another for help and guidance if needed. It will also make the process of sales and marketing management easier by increasing strong communication.
Systemize Lead Scoring
Are your marketing and sales departments aren’t having regular talks about lead conversion? If not, there’s no way to realize what is and isn’t working.
Developing strategies that will draw in leads is an always-evolving battle. Each department only understands one piece of the battle, so that teamwork will lead to more understanding.
When both your departments are on the same page, they can convert more leads and win more deals.
Developing Buyer Personas
Buyer personas are a huge part of sales and marketing management. If you don’t understand who your target market is, how will you effectively sell and market your product?
By the same token, building an inaccurate buyer persona is pointless.
Your sales and marketing departments each have their own piece of this puzzle to contribute here. So, a buyer persona that works stems from the collaboration between the departments.
Analysis and Measurements
As you’re trying to bring these two departments closer, it’s not enough to just focus on KPIs and collaboration.
When you go in this direction, the line separating them gets hazy. That allows them to lose sight of what they’re responsible for.
It’s crucial to look at your measurements and analyses as a team. That will ensure everyone is on the same page about how this collaboration is helping your company.
Don’t leave your employees to wonder about what the point of it all is. Loop them in.
You Can Start Succeeding in Sales and Marketing Management TODAY…
To develop better sales and marketing management practices, you read through our blog.
To establish fully customizable sales training programs for your company, you come to Selling Revolution.
We know that it’s a process to implement business management solutions like the ones you just read about. But our pro team is here to support you along the way.