Playing on the Same Team

Marketing ‌• July 9, 2012

It’s certainly nothing novel to harp on the need for smarketing harmony (Exhibit A), but seeing that it’s the number one complaint I hear over and over again from my peers, it’s clearly not a problem that’s going anywhere.

One of the biggest problems I see is that both sides think they’re drawing the short straw. Marketing is annoyed that leads responding to its fabulous campaign with the perfect offer and tailored content aren’t going anywhere and Sales is frustrated that it has to work leads that aren’t ready/properly educated/a fit. When executive management comes asking for answers as to why close rates are low, the finger pointing and aggravation is only heightened.

Hand off more fresh leads that are sales ready

Sound familiar? To me, too. Anyone who’s worked in Marketing or Sales for more than five minutes has inevitably dealt with this to some degree. Although everyone understands fundamentally that Marketing’s and Sales’ efforts must be in line, typical business structure where these two organizations work in silos only reenforces the problem. A former marketing colleague simplified it nicely for me: “We’re trying to fufill a need for a customer…we should all be integrated and working together toward that goal.” Well said.

So now what? It all comes back to remembering that we’re playing on the same team with the same goal. Communication and collaboration between Marketing and Sales is the only way for both to function efficiently and effectively. A few thoughts for developing some smarketing love:

  • Daily: Say hi. Seriously; a little goodwill never hurt anyone. Send a great article you read and ask for feedback. Have a conversation about trends or upcoming customer visits or the next all-company meeting. Having a solid relationship is a great way to beget collaboration.
  • Monthly: Campaign check in. What’s producing good–and bad–leads? What tweaks can Marketing make to existing efforts? What collateral can Sales use to follow-up?
  • Quarterly: Win/loss rundown. What tactics lead to closed deals? When deals were lost, what was the main reason? (Incidentally, I’ve gotten some of my best campaign ideas from lost deal analyses.)

Have more great ideas? Add a comment below.

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