How a business suffers when sales and marketing aren’t on the same page
In today’s challenging and competitive economy, it is more important than ever that a company’s sales and marketing efforts are productive, effective and efficient. Unfortunately, millions of dollars in business opportunities are lost or squandered every single day when these two seemingly close-linked departments get it wrong. Here are a few examples:
Business opportunities are lost when the Sales Department…
- Doesn’t have access to the information within its own organization that can help close sales opportunities.
- Cannot clearly articulate the company’s value proposition.
- Doesn’t understand the value that customers gain from the solutions the company sells.
- Doesn’t understand the pain and the issues of the prospects they are attempting to sell to.
- Cannot differentiate the company from its competition.
- Focuses on selling to the wrong prospects.
- Doesn’t consistently use the company’s best sales practices.
- Doesn’t know the strengths and/or weaknesses of the company’s competitors.
- Misuses or doesn’t have access to corporate marketing collateral.
- Misuses or doesn’t have access to customer references/testimonials.
- Doesn’t analyze the reasons why they have won, lost or had no decisions in the opportunities they have pursued.
- Does not follow up on leads created by the marketing department.
Business opportunities are lost when the Marketing Department…
- Creates marketing campaigns with the wrong message to the wrong market.
- Believes the role of marketing is purely to create brand awareness rather than selling solutions.
- Doesn’t know who the customer is or what they want.
- Doesn’t know why the customer buys from the company and/or the value they gain from that purchase.
- Doesn’t provide a clear and consistent customer message.
- Is misaligned with the sales department and therefore doesn’t provide the right customer messages, marketing collateral, or quality of leads that the sales department needs.
- Isn’t able to differentiate the company in its messaging or collateral.
- Doesn’t develop and catalog customer references in a way that sales people can quickly and easily access them – and in a way that is most impactful for them.
- Doesn’t provide quick and easy access to the type of marketing collateral that sales people need to sell effectively.
What happens when Sales and Marketing both get it wrong…
- Lack of sales growth and market penetration
- Unpredictable sales performance
- Higher costs and lower profits
- Low sales productivity (revenue per sales rep)
- Lower customer retention
- Longer sales cycle
- Lagging new product sales
- Lower or undefined marketing productivity
- Lower revenue from merger/acquisition/alliance products/channels
It’s clear that there is definitely a price to pay when Sales and Marketing are not as aligned as they could and should be and it impacts the whole organization in a negative way. It also impacts customers as well. I just don’t understand why organizations don’t understand this better and see that their islands unto themselves is a negative influence on everything they do. At least that’s the way I see it, what say you?