A disconnect between sales and marketing teams can result in costly implications for any company. By sales and marketing not being in open communication with each other, leads can be affected and fall through the cracks, greatly impacting sales and revenue. In many cases, sales will inevitably blame marketing for the lack of leads, just as marketing will blame sales for not closing the leads they had worked hard to generate for them.

Traditionally, the marketing team’s role was to generate leads, while the sales team would in turn take that lead and turn the lead into a customer. Yet, both have the same objective, which is to increase sales! Nowadays though, both teams need to be much more in unison. Hopefully, your company is already doing these 3 things if your sales and marketing teams are working together as a cohesive unit:

  1. Sales are providing relevant feedback from the front lines:
    Feedback is everything. What are the challenges keeping this potential customer up at night? What are their goals? If your marketing team knows this vital information, they can change their messaging accordingly, create more relevant content to engage the customer and drive better leads to sales.
  2. Having marketing and sales work together on the buying journey, not the sales process
    This is another upside of the feedback process. Has your marketing team sat down with sales to map the buyer’s journey based on the feedback given? Incorporate this feedback to better meet your audience’s needs. Put yourself in the shoes of the potential customer and focus on content development for each phase of the buying process.
  3. Integrating your sales CRM with your marketing automation software
    To properly track the process of point 2, integrating your CRM and marketing automation is essential in tracking the entire lifecycle of a potential customer, from website visitor to lead to sale. Sales will be armed with more information to engage the potential customer and marketing will be able to track where the best leads are coming from.

Want to learn how to harmonize sales and marketing teams within healthcare?

At our forthcoming co-located unique ‘TED-style’ 2019 BioPharma & 2019 MedDev eMarketing Summits (May 13-15 2019  – The Marriott La Jolla Hotel, San Diego, CA), we will be examing topics such as:

‘Re-Aligning your B2B Marketing & Sales Teams via New Digital Strategies’
‘Achieve Commercial Excellence: Align Sales and Marketing Strategies that Drive Success in the Field’
‘Streamlining Sales with Content Marketing to Deliver the Right Message at the Right Time’

Click below for more information. 

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