5 Ways We Foster Collaboration Between Sales and Marketing

In the sales and marketing funnels, it is always highlighted a distinction between the "departments functions". Marketing teams have the understanding that their duty is to attract potential customers and make them aware of the brand.

--When you have a hot lead then pass it to sales. That's when the sales team enters into the picture, according to the traditional process.

At Intellyo, we believe that there isn't a specific sales and marketing team structure that delineates the process stages. That's why we have a multifunctional approach in which both teams cooperate. 

From the business strategies to the day-to-day executions, marketing supports sales and vice-versa.

The Sales and Marketing VP of ShopKeep, Brian Zang, proposes to think holistically when it comes to the funnel: 

"It's not a marketing funnel and a sales funnel -- it's just the funnel."

So if you are exploring ways that sales and marketing collaborate, take a look at the key moments that our teams co-work. 

Creating query-based content

You might wonder, what is the relationship between sales and content marketing? Well, sales is in closer contact with customers thanks to demos and offline activities. Thus, salespeople have a deeper knowledge of the queries types and its frequency or importance.

Customer demos and offline contact with clients build higher trust on the customers. They can mention pain points, that often, educational content can solve them.

Marketing run keyword research to find topics to write about, but sales spot the real struggles or queries. Building content around in-house data is way more helpful for the customers.

That's why every time that our salespeople spot an information need from the customer, they write it down in our Content Calendar draft. Afterward, marketing teams use the ideas to compose content based on them.

Handling better the buyer personas 

Together with the business KPIs, the buyer personas is another point that sales and marketing have in common. Both must have a deep understanding of the ideal customer, as well as their behavioral and demographic characteristics.

So, when it comes to making a major decision on how to handle a buyer persona, marketing and sales should collaborate closely. What should be the style of the emails? How should a customer complaint be handled? How often can we share content with them?

All these types of questions require a high knowledge of our buyer personas. By summing up the marketing point of view about audiences and the sales knowledge about customers, the buyer personas will be taken care of in an optimal way.

For instance, when we built an email flow that on-boarded our buyer personas to our software, marketing and sales teams collaborated to create the greatest copy and call to action.

For the eyes of the buyer persona, the onboarding process is intended to be the easiest as possible, ClickZ points it out:   

"Customers expect one seamless experience, they really don’t care where marketing ends and sales begin."


Spotting marketing activities that convert 

Nowadays CRM and Data Analytics tools track sales and marketing activities' output. However, there are some information gaps that an automated system can't track.

For example, our software got listed on a review's website thanks to marketing efforts. Later on, our sales team got new leads and a demo request, but Google Analytics tracked it just as direct traffic.

When sales updated the marketing team about the new demo request and referrals, they spotted that it was the outcome of a marketing activity.

As McKinsey indicates, there are some activities in which machines or automation software can't replace humans, especially the collaboration and idea creation skills.  

The ultimate goal of any business is to generate leads and convert them into customers. As marketing is the first door for the customers, it is important the alignment between sales and marketing teams.

Strengthening offline efforts with online activities

Doing offline sales encourage the cooperation of the company with potential partners or clients. For instance, participating in an event, a presentation or a networking day.

CRM software and data analytics tools track the leads achieved during those events. Yet, an automated system is not able to nourish the relationship with the potential customer, influencer or partner.

Marketing and sales teams can build together an action plan to follow up on them and strengthen the relationship.

For instance, when our salespeople go to events the marketing team get closer to the relevant contacts. They follow them on social media and other communication channels.

Sales event

Attending events

Going to events together not only contribute to the knowledge of the teams, but it also strengthens the relation between them.

As mentioned before, the sales or marketing funnel should be just one and focused on the customer. Every extra knowledge that helps to have a better industry or consumer understanding should be shared by sales and marketing

On top of that, attending events together also fosters their cooperation mainly when the events include a workshop at the end.

Recently, our team presented How to move prospects through the sales funnel with content, both teams cooperated from the event planning until the presentation and Q&A session.

Last words

Sales and marketing's results get a higher impact when having a closer relationship. It can be supported by a CRM software, but also with constant communication and feedback.

From the strategical point of view, the teams should set common KPIs together, adding up their skills and expertise.

From the tactical perspective, sales and marketing teams should co-work in daily tasks. Also making relevant decisions when it comes to customer satisfaction or relationship management.

Working together has greater outcomes. Not only in terms of reaching business objectives but also in building a positive company culture based on cooperation.