Avoid a Lethal Disconnect Between Sales and Marketing

Tom Marx
The Marx Group has often witnessed a potentially lethal disconnect between sales and marketing teams,where both sides point fingers at each other. A good relationship between departments where channels of communication are open is critical to a company's success. When the sales and marketing departments have regular communication, the same purpose, mission, messages and methods, the tactics used to market and reach your target audience is effective and consistent.

The Problem
A problem occurs when various company divisions develop and execute marketing initiatives without mutual agreement on benchmarks and timelines.
 
For example, a successful product launch can generate a lot of leads. If sales and marketing are not aligned on what to do with these leads, valuable opportunities are lost, marketing resources are wasted and customers lose confidence in the company due to their lack of timely response.

The Result
When sales and marketing don't work together, management dis-investment could result in slashed marketing budgets or all marketing may be eliminated. Company credibility can be damaged, making sales and marketing goals even harder to fulfill.

While sales and marketing people should have an ongoing dialog concerning goals, initiatives and success, a more rigorous strategic planning discussion that is focused on mutual results should occur.

To prevent a disconnect:
Solution #1: READY

Communication Process
Develop an ongoing communication process between sales and marketing to clarify mutual expectations. Think of this as "READY-AIM-FIRE " instead of ready-fire-aim.

First, get sales and marketing out of their silos and onto the same playing field. Second, make your external marketing/advertising/PR (Marcom) firm part of the team. When your Marcom partners are seen as integral to your team, a potent collaboration occurs bringing an objective viewpoint to help you focus on mutual goals.

The Process
Plan for a one-day, closed-door, head-to-head sales and marketing meeting (ideally with your marketing/advertising/PR partner), along with a yearly major strategy session and quarterly review and readjustment meetings. Schedule the meeting off-site to avoid interruptions and utilize an outsourced, skilled facilitator to manage the conversation.
 
After your brainstorming session, develop a strategy similar to our Marketing & Sales RoadMap™  which allows both teams to reach an agreement. Tactical plans and budget guidelines will follow. With sequential buy-in from all parties throughout the process, initiatives can be successfully launched with specific benchmarks and a clear ROI picture.

Would you rather spend time brainstorming or "blame storming"?
Consistency is the key to the effectiveness and longevity of your marketing communications so that everyone speaks the same language--be it internally or with customers and prospects. The same team that met to take part in the above process, needs to be the team that continues to manage your successful ROI.

Solution #2: AIM

Define the Marketing Model
With everyone on the same page, marketing can do its research and establish a plan that utilizes specific marketing tactics to fulfill company goals and objectives. Then marketing presents the plan to sales to ensure that sales objectives can be met. Once approved, implementation is next.
 
Solution #3: FIRE AND EVALUATE
By immediately launching tactics, marketing gets valuable feedback from sales on program effectiveness so both teams can evaluate
and redesign on the fly. This results in more trust,respect, accountability and commitment with a "we're in this together"attitude.

Bottom Line?
You'll have faster decision making based on coherent marketing, sales and communications strategies and sales will improve -  which was your goal in the first place.