Post by tonima5 on Jan 18, 2024 5:20:10 GMT -5
Are you familiar with the situation where the sales team complains that marketing is giving them untargeted leads? Or when the marketing department says that sales managers do not work well with potential clients and “drain” leads? Or are managers not aware of the launch of a new advertising campaign and its details? Or does it result in misunderstandings when processing new leads due to a lack of information about the terms of the ad the client saw? If you answered yes to all or part of these questions, then you should know that the reason is precisely insufficient communication between departments. Opacity of processes Does your marketing department have an understanding of the sales funnel? Is there access to up-to-date conversion analytics from each stage or the ability to independently listen to recordings of managers’ conversations in order to better understand a potential client in a real conversation? Conversely, does the sales department always know what kind of advertising your potential customers are seeing right now?
What funnel do you go through before getting to CRM? What kind Email Marketing List of letters do you receive in the mail for additional “warming up”? And, in fact, according to what parameters did the marketer set up the advertising, i.e. which client was he targeting? If your answers are “No,” then the work process of each department is not transparent and understandable enough for each other. In such a situation, misunderstandings are inevitable. Various goals and KPIs of departments The key goal of the sales department is to generate revenue for the company. In simple words: sell to more customers, with the highest possible receipts and in the shortest possible time. To do this, they require a sufficient number of high-quality leads from marketing, and ideally “warmed up” as well as possible. What about the goals and KPIs of the marketing department?
The fact is that they are often aimed solely at fulfilling the plan for the number of leads and are focused on reducing their cost. Which is, of course, very important for the company. But sometimes the quality and degree of “warming up” with such a scheme sags. What to do to establish fruitful cooperation between sales and marketing departments? I have 5 recommendations for this: Implement the practice of regular meetings of the sales and marketing department This will allow them to be in the same information field, provide each other with timely and regular feedback for quick response and changes to the work strategy. In addition, you will avoid situations like “broken phone”, because you will be able to ask all questions directly and get answers first-hand. Review and optimize departmental goals and KPIs as needed If you have a situation similar to the one described above, when the KPIs of departments contradict each other (in marketing the focus is solely on the quantity and low cost of leads, and the sales department depends on their quality), then there will be no coordinated interaction.
What funnel do you go through before getting to CRM? What kind Email Marketing List of letters do you receive in the mail for additional “warming up”? And, in fact, according to what parameters did the marketer set up the advertising, i.e. which client was he targeting? If your answers are “No,” then the work process of each department is not transparent and understandable enough for each other. In such a situation, misunderstandings are inevitable. Various goals and KPIs of departments The key goal of the sales department is to generate revenue for the company. In simple words: sell to more customers, with the highest possible receipts and in the shortest possible time. To do this, they require a sufficient number of high-quality leads from marketing, and ideally “warmed up” as well as possible. What about the goals and KPIs of the marketing department?
The fact is that they are often aimed solely at fulfilling the plan for the number of leads and are focused on reducing their cost. Which is, of course, very important for the company. But sometimes the quality and degree of “warming up” with such a scheme sags. What to do to establish fruitful cooperation between sales and marketing departments? I have 5 recommendations for this: Implement the practice of regular meetings of the sales and marketing department This will allow them to be in the same information field, provide each other with timely and regular feedback for quick response and changes to the work strategy. In addition, you will avoid situations like “broken phone”, because you will be able to ask all questions directly and get answers first-hand. Review and optimize departmental goals and KPIs as needed If you have a situation similar to the one described above, when the KPIs of departments contradict each other (in marketing the focus is solely on the quantity and low cost of leads, and the sales department depends on their quality), then there will be no coordinated interaction.