The glorious love story of sales and marketing
Great lead management translates into more sales and better efficiency, but it takes a lot to get there. One of the most important components of effective lead management is the coordinated efforts of the sales and marketing teams. There is often some tension between these two business sectors as sales teams are out in the trenches while marketing teams are responsible for strategy.
Getting these two departments hitched will result in harmonious synergy in the long run.
It starts with a date
Weekly meetings between the sales and marketing teams may seem unnecessary at first, but you will be surprised at how much there is to discuss. Both teams have a unique insight which, when shared, will prevent small conflicts from creating bigger rifts. Marketing teams know how consumers think and can help sales teams to effectively implement campaigns and utilize social media.
Sales staff have a hands-on perspective on how clients are responding to marketing campaigns. Their experience is more visceral and they can see the tangible real-time effects of marketing efforts. If a sales campaign fails to affect the bottom line, they can provide invaluable feedback so that the campaign can be altered or dropped.
Weekly meetings keep sales staff up to date with all the latest marketing news. Effective communication allows both sides to stay on the leading edge and work together to refine the lead management strategy.
Share your ups and downs
Sharing the results of marketing campaigns and research with help to show the sales team how and why you have employed the marketing strategies you currently champion. Sales personnel may have interesting interpretations on research results or valuable input about how clients will react to upcoming campaigns.
Sharing sales results will help the marketing team to monitor the success of their campaigns. Sharing failures is important too. Each failure is an opportunity to learn what not to do and how to avoid similar results in the future. Input from the sales team is immediate and can help you tweak your marketing campaign long before your qualitative research results kick in.
Rate your leads
The sales team will tell you that when it comes to lead management, its quality, not quantity that counts. They want campaigns that produce quality leads with high conversion rates. Working together with the sales team to develop a lead scoring system will streamline the process. This means that both marketing campaigns and sales personnel can rate leads based on a shared system. Leads that are ready to buy can be focused on by the sales team while reticent buyers can be handed back to the marketing team who will set up appropriate nurturing campaigns. In time, this process can be automated to save everyone time and effort.
Create custom online databases
Creating comprehensive databases is essential to effective lead management. Create a custom online database replete with lead scrubbing to ensure that leads are effectively rated and funneled into the campaigns that are most likely to lead to conversions. This online database needs to be kept up-to-date; not having to sift through duplicated client entries or cold leads will certainly creating more marketing love from the sales department. This also means that you can’t expect your sales team to input large volumes of information into your online database, keep your CRM short and sweet.
Mutual respect and information sharing will result in the long and happy marriage of your sales and marketing teams. This will lead to mutual success and greater job satisfaction.