My experience with the sales/marketing issueIn my own sales role, I was sometimes partly, sometimes fully, commission based, which means you focus hard on closing that deal and that deal alone. So, as I ‘tele-sold’ my way through never-ending lists of names, I had little understanding of what the word marketing meant, leave alone its departmental function. Had I done so, I might well have queried the quality of the leads I was given. However, my ignorance saved me from indulging in the proverbial inter-departmental blame game, which is something that has gone on since both roles were incepted.
The sales and marketing disconnect: A lack of mutual respect or a lack of understanding?Sales habitually blames marketing for both a lack of leads or their unqualified, low state. Marketers say sales don’t bother to follow up what they are given. Sales complain of the late arrival or poor quality of sales support materials and packs. Marketers will say that sales people’s only job is to close a sale and half of them can’t do that properly. Salespeople believe marketers play around on social media all day. The list of mutual accusations goes on…
How I first came to understand marketing, (but I was still stuck in ‘sales mode’)I garnered a subconscious understanding of what a marketing job entails when I started making and selling sandwiches round offices, as part of my early entrepreneurial journey. It was a fairly novel concept back then. Face to face, it was easy to talk to the customers, react to requests, and provide customers with their favourite products and adapt the menu accordingly to suit demand. But in sales terms, I still thought of customers as individuals. Whereas marketers think of the customers in terms of market segments, for which they design brilliant strategies that salespeople will subsequently ignore, claiming marketing have no concept of the real world and real customers. All this leads to a disconnect and a wasted opportunity for driving sales through team-based unity where different skills can merge well for success.
Why did I over-focus on sales talent?With both feet planted firmly in the sales camp, it is not that surprising that when scaling up businesses later, I tended to focus on my sales department.
“Only during the scaling up, did I add marketers to my team, but looking back I can see I recruited with a sales hat firmly on, aiming only to get an extra support team for sales that would also do our social media.”The sandwich and other micro business awareness had made me automatically focus on providing what solved customers’ needs and problems, this meant I didn’t see the “bigger sales picture” that marketers naturally see.
The mistake of seeing marketing as an ‘add-on’ to a businessThe conception of marketing as one of a support system rather than a key driver often comes from the business owner themselves. Marketers are allowed to provide sales materials for activations, visuals and support emails. They are not seen as part of the function of moving already warm leads further down the pipeline or improving customer retention.
Why do I know this to be true? Because this is what I did myself…I often changed my policy on tying marketers in or excluding them from sales bonuses.
“From a sales perspective, this lack of understanding, and even, lack of care over what non-sales based roles in a company fosters internal segmentation in a business, which is never a good thing.”Part of me felt that good marketers should have an impact on sales and therefore should be rewarded, but the salesperson in me still felt that real rewards lay with those who closed deals. Marketing is often excluded from financial rewards of sales which in itself puts the two on a different footing. It also means salespeople tend to have no interest in anything that does not impact immediately on the revenue stream.
Enter “Smarketing”: The best of both worldsSmarketing, a process of integrating the two, was first aired in a report by the Aberdeen group back in 2010. They found that when this is done successfully, revenue grows up to 20%. We also know that lack of cohesion not only affects revenue but the morale of the entire company.
How can we integrate our teams better to achieve the “Smarketing” dream?Various things can contribute to better integration. Time spent by members of each department within the other is a good place to start. Using a CRM system with a strong marketing function that the marketers have to use on a daily basis helps demystify the extensive terminology both areas use. In addition, marketers will be at home extracting data from a joint system and therefore take on board feedback from current customers, which could have otherwise been perceived as sales criticism. Putting some system of joint financial rewards will always result in greater levels of co-operation, though personally, I believe that the natural sales psyche will always flourish best with an additional, closing reward.
“Equally, if rewards are at least partially based on profitability, not only is it good for the overall bottom line but it also encourages sales to understand marketing’s pricing constraints.”
Can you really change their mindsets?All this can be done, but you will always be left with two groups of very different personality types who will by their very natures tend to rub each other up the wrong way. As a leader, the best you can hope for is to encourage a mutual respect between the two groups that ends in them working cohesively to create customer value and getting customer results.
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