Marketing and sales were made for each other—literally. Marketing aims to make it easier for your sales team to sell, with everything from lead generation to producing sales themselves. But sometimes, your marketing and sales teams aren’t on the same page. In the enVisioning Success podcast episode, From Messaging to Engagement: Bridging Marketing with Sales, co-hosts Julia and Laura talk about how this sales and marketing disconnect can lead to lost revenue and brand image issues. Today, we will look at the top three solutions to solving this problem.
1. The Importance of Consistent Messaging
One of the biggest disconnects between marketing and sales can be the branding. One of the most important parts of marketing is your brand—specifically that it’s consistent wherever it’s found online. This isn’t only good from an SEO standpoint, but also your overall online presence. However, if your sales team doesn’t use the same language as your marketing, it can be jarring for potential customers as different terms, solutions, and even products and services are suddenly spoken about. Avoid this confusion and possible loss of sales by having your sales team review marketing material before it goes out so they are on the same page and can give feedback.
2. Understanding the Sales Funnel from Both Ends
The sales funnel is the major link between marketing and sales, and it’s important that both sides understand not only the purpose but the various steps. Focus on these three areas:
- Calls to Action: Also known as CTAs, calls to action play an important role in marketing by directing customers into sales funnels. Have your sales team know where these CTAs are so they direct customers to the right pages.
- Customer Journey: One step up from a sales funnel is the customer journey, in which the sales team is only a single step. Having them understand it (especially the retention that comes afterward) makes for happier customers who come back.
- Lead Sources: Your sales team also needs to know and adapt to where the customers are coming from. This might mean learning how to use Facebook Messenger, checking emails, or reviewing website form responses, depending on traffic sources.
3. Sales and Marketing Communication on Results
Communication between your marketing and sales departments is essential when it comes to results. Marketing tends to focus on goals and conversions, actions taken on websites, ads, and other platforms that signal lead generation. For example, Google Ads might be set up to trigger conversions when someone who clicks an ad views a “Thank You Page” that comes after filling out a form. The sales team needs to communicate the quality of these leads—or if the leads are generating at all (which could be a sign of bot-traffic issues).
About the enVisioning Success Podcast
This article is based on topics discussed in enVisioning Success, our weekly podcast hosted by Vision CEO Laura DiBenedetto and COO Julia Becker Collins. In it, they discuss all things business and marketing, from lead generation to leadership. Find us on PodBean to download from your platform of choice, or subscribe to our mailing list to get new episodes and other news delivered directly to your inbox.
If your sales and marketing departments aren’t doing a good job communicating (or you don’t have a marketing department), it’s time to talk to the experts. Vision works with all your staff to build a comprehensive marketing plan that considers your business’s resources, targets the right customers, and generates leads—including from untapped markets. Contact us today to learn more about our services and how we can help.
