You have probably seen several disagreements between sales and marketing when the results are not as expected. One of the most common dinners in the organizations is to see each area defending its side and directing responsibility for its performance for the other: however, this is not the best strategy to deal with these desalination.

Besides creating a toxic environment, this posture blocks the growth of your company. Ultimately, the alignment between the commercial and marketing teams is crucial to maximize efficiency and sales. Use strategies to integrate these vital areas, transforming individual efforts into collective success:

Definition of Commercial and Marketing Papers

We can consider that Marketing and Sales are two faces of the same thing; enquanto o marketing foca em understand and breed demand through market analysis and creative campaigns, or commercial sector It is directly in the conversation of the demand in specific sales.

That is, both have the ultimate goal of attracting and retaining customers, but their methods and approaches can vary significantly. Therefore, before we decide on what to do to align marketing and sales, it is important to be clear about the role that each area plays:

• I also read: Why the Lack of Clients is a Commercial and Marketing Problem

What is the marketing department for?

In short, the marketing job is to anticipate the needs and desires of the consumer so that the company’s product or service offering is more attractive. Also, it is important to have strategies to improve the relationship with the client.

In other words, this area must find ways to awaken consumer interest and capture leads that can be converted into business opportunities.

The tasks of the marketing area include:

• study or public or market;
• disseminate the brand over several channels;
• Nurture the leads captured and strengthen the relationship with them.

What is the commercial department for?

In short, the work of the sales department is to conduct commercial transactions in order to concretize the business. For this reason, you must have active prospecting strategies, but you also need to take advantage of the opportunities created by marketing.

The tasks of the commercial area include:

• approach with potential clients;
• development of the commercial approach;
• qualification of opportunities;
• elaboration and sending of proposals.

Importance of Alignment between Sales and Marketing

Storytelling data “The State of Marketing and Sales Alignment 2022” We show that no time benefits when Marketing and Sales are not integrated, therefore, we will begin by emphasizing that a lack of synergy between marketing and sales can result in contradictory messages and lost opportunities for your company.

Basically, when lined up, those teams can unite forces to otimize the bandage funilfrom brand awareness to final conversation, ensuring that all efforts are directed toward a common goal.

Causes and consequences of misalignment between marketing and sales

A brief reflection on the attributions of these areas is sufficient to realize that marketing and sales tasks intersect in several ways throughout the consumer’s purchasing journey. The departments depend on one another so that your company can sell more.

Contudo, what is seen in practice in many companies is a rivalry that prevents efficient communication between them. This is a vicious circle in which:

• marketing directs its strategies without much information about what would be the ideal lead;
• Sellers claim that leads are longer than ideal, but do not provide precise feedback on what could be improved.

Generally, the best thing is to have greater hierarchical power. However, the problem continues, generating waste of resources in marketing campaigns and in commercial processes that do not create new businesses.

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Barriers to the Alignment between Commercial and Marketing and How to Overcome them

Generally, what most prevents the areas from starting an effective and joint strategy is the cultural differences between the teams – which can create significant barriers to communication, alignment and work together.

Joint training and regular workshops can help build mutual understanding and respect for the contributions of each team, and also provide an excellent opportunity to revisit goals and adapt strategies as necessary. However, it is important to highlight that the cultural alignment of the business is relevant in all areas of the company.

Strategies for an effective alignment between marketing and sales

Clear and regular communication is the key to the success of your meal. You must have realized that this is a fundamental point to maintain the commercial and marketing times in harmony, but there are also other techniques that can offer a clear vision of what is necessary to achieve the shared objectives of both areas. Sao:

1. Plan together

It is essential to bring marketing and sales together so that both are aware of their tasks and difficulties. Furthermore, they need to think together so that their actions are aligned around two same objectives and to optimize the performance of the commercial team.

To ensure that the departments speak the same language, it is important to have a joint understanding of:

• I burned a person;
• like on shopping day;
• What are the stages of the sales process?
• What is the definition of a qualified lead?
• What information do sellers need to provide to conduct negotiations?
• how the commercial intends to approach the client.

2. Establish connected metrics

Since marketing and sales tasks are intertwined, it makes sense that the metrics of each area are connected to the objectives of the other. If the salesperson needs to receive qualified leads, how many of them must be one of the marketing goals, as well as the accompaniment of their acquisition costs.

On the other hand, it is necessary to define goals for the sales area related to the support of these leads and share pertinent information about the negotiations. As given above, marketing manages to optimize its actions to increase the acquisition of qualified leads.

3. Hold regular meetings

For the two previous topics to be concretized, it is necessary to set days and times for meetings between these areas. It is clear that these encounters require a well-defined guideline so that there is no waste of time.

The points to be addressed should serve to identify problems, provide solutions and make decisions that help achieve consistency in sales.

4. Use a CRM

All the points mentioned above depend on precise data. It seems impossible to plan, monitor metrics or improve processes. Here we have a very problematic aspect in many organizations: there is a lack of a simple and practical way to gather and analyze these data.

It is customary for your company to use forms to record or advance negotiations with clients, ensuring that these information are correct and committed. There is no time needed to do everything or accompany it manually.

The answer to this problem is the implementation of a CRM (Customer Relationship Management) platform. This type of software makes it easy to collect and manage data on leads, providing a complete view of the sales funnel. This way, it is easier to power on where the operating gears are and turn to correct them.

Contudo, it is not enough to have tools. It is important to learn how to use CRM resources to finally control your sales.

Also, there are various platforms in the market and you need to identify the one that fits your business model. To learn more about isso, continue learning how to find the best sales CRM for your company!

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