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The 6 reasons why your sales and marketing harmony could be costing you ROI – and how to fix it!

4 June 2021
by Force24

For many organisations, the role of the sales and marketing departments have never been more important. They can be the difference between a brand failing or succeeding in how it engages its customer base and prospects.

We’ve delved into the topic of the ‘happy marriage’ between the two departments, and – four years on from penning that particular thought leadership blog – have organisations done anything differently to ensure the pair work more harmoniously?

If you feel like you’re still a way off from ‘living happily ever after’, maybe this will assist in how important we believe the sales and marketing relationship is – and six reasons why you might be getting cold feet prior to heading down the aisle…

1. Inconsistent communication with customers and prospects

Typically, when you work together on something, you’re more likely to be more creative at the ideas stage – which can prove to be the difference between a marketing campaign landing perfectly or well wide of the mark.

You don’t want to be delivering one message from marketing, and another from your sales colleagues that isn’t in the same vein, so it’s important for both sides to be well-informed about what communications are going out – and when. Imagine if you sent out an email to customers about an offer and sales had no idea it existed? It wouldn’t go down well at all.

Having regular discussions should help you to streamline messaging and drive engagement. Together, you can be more powerful in how to converse with your audience – and ultimately increase your conversion rate as a result.

2. You’re not maximising the power of your CRM

Is your marketing software linked with your CRM to only feed warm and hot leads directly to the sales team’s CRM automatically? If it’s not, it needs to be.

Doing so will help you to carefully configure journeys with hyper-personalised content that lands in the right person’s inbox, at the right time, and you’ll nurture leads more effectively.

Knowledge of savvy marketing automation technology is essential here because it’ll help bridge the gap between the two teams as you’re encouraging contacts through the funnel and focusing on quality leads.

Understand your data, don’t burn through it, and you’ll soon have a drilled-down CRM that works for you – transforming your customer loyalty and ROI.

3. Focusing on the wrong marketing metrics to measure success

Lead scoring, lead scoring, lead scoring! If you’re not doing this already to evaluate how well a campaign landed – and what you can learn from any that have flopped – do it now before a competitor steals a march.

You might already be measuring email open rates and that’s okay, but it never tells you the complete story, so please don’t rely on them altogether! Instead, focus on lead scoring as a great way to understand how warm a recipient is to your brand’s content.

The easiest way to explain it is this… imagine a number above each person who has clicked onto your website, downloaded a guide or interacted with your product or service for a certain amount of time – the more engaged, the higher the number.

These are the people you need to be focusing on and, as a savvy marketer, you should be feeding the information into your sales team to provide a human touch-point – such as a phone call – as they’re safe in the knowledge they’re speaking to someone who cares about what they have to say.

4. Not making the most of your content

Produced a killer white paper, blog, or gated guide? Tell sales about it! If marketing is the only team pushing it out, you’ll gain some traction, but not as much as when you engage your sales team’s networks too. You are brand champions, after all, so make your digital comms work as hard as they possibly can.

Plus, not only will you be ensuring your messaging is consistent, but you’ll be in a stronger position to answer a recipient’s specific pain-point with an advice-led blog or engaging infographic, meaning you can deepen those all-important relationships. Additionally, your sales team is armed with valuable content they can utilise to further customer conversations.

5. Not maintaining a robust brand structure across departments

When we’ve all experienced so much unpredictability as an industry, there’s never been a more appropriate time to ensure you’re working together and being collaborative.

Sales and marketing are two of the most powerful departments in any organisation because they can provide the framework that’s required to keep messaging on-point, ensure you drive towards your overall company’s mission and keep in-house communications alive and well.

Having structure running throughout an enterprise can do wonders for customers when it comes to believing in what you stand for, too – and they’ll more than likely join you on the journey as a result.

Make sure you’re having regular meetings to ensure relevant strategies are in place for each process. If sales don’t know everything marketing does, you’re not doing it right!

6. Leaving your customers not fully nurtured

Consumer loyalty is scarce in today’s fast-paced world, so if you remain static, you’ll soon get swallowed up.

Marketing automation is the answer here as you’ll not only save a huge amount of time (it’s 8 hours a week to be precise if you join us!) but you get to know what a recipient wants to engage with, and when, to tailor your digital comms.

When sales and marketing come together on this part of the overall communications strategy, it’s truly a powerful thing!

We help transform the customer comms and strengthen their sales relationships for over 4,500 UK marketers. Want to do the same and understand how you can truly harness the power of marketing automation? Let’s talk!



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