Sales and Marketing Collaboration – A Winning Team

By William Russell
March 25, 2014

When we were kids, teamwork was most often associated with organized sports where we learned to work together toward a common goal, which usually meant scoring enough points to win a game.  Recognizing that each player had a particular skill set, we determined which position was best for each of us.  Then, by combining our collective skills, we created a formidable machine able to compete with just about any opponent.  In the business world, we have to find ways to work as a team toward a common goal called revenue.  The key players involved are sales and marketing professionals as they are held responsible for generating new business and driving revenue opportunities.  

As we experienced in our younger days, it wasn’t always easy working with each team member for various reasons.  However, we learned to make it work and we performed at our highest level when strategically unified.  The same applies to our business environments.  It is imperative that we properly unify our marketing and sales members into a strategic team capable of effectively generating revenue.    

Failure comes at a price

But, do sales and marketing personnel always cooperate and work together as a team?  The common and disappointing answer is no.  When a team fails to work together, no one wins (except our competition).  Referencing our days of youth, the result was usually a lopsided victory in favor of our opponent.  For businesses in these scenarios, a similar result occurs where the competition enjoys the spoils that come with a project award and purchase order.  

So how do you create sales and marketing collaboration?  The answer isn’t simple, but tackling the issue is critical for your revenue generating success.  

Bringing it together

Begin by concisely articulating your business goals to your team.  Getting everyone on the same page is always the first step.  Next, determine how you’re going to attain those goals with your sales and marketing team by integrating your sales strategy with your strategic marketing plan.  This will include a plan for increasing sales from existing accounts, creating new revenue opportunities and developing new clients.  By determining where you will derive revenue, you will then be able to properly align your sales and marketing resources.  Roles and responsibilities can then be defined so that everyone clearly understands how their efforts will drive and support your action plan.  

Once this takes place, you will need to marry-up your marketing resources with your sales team.  This is where your pay-off will take place.  Sales support tools will be developed, communication tactics created and your plan executed – in a collaborative effort between your sales and marketing resources.  By unifying these efforts, you will foster a team-based culture and erase any boundaries that may exist between these professions.  

Celebrate and listen for the bell

To keep your team moving forward, always look for ways to work together for the good of the company.  Meet regularly to celebrate successes and discuss where improvements can be made.  Be consistent with planning, meeting with purpose, reviewing progress and adjusting your attack plan.  

Do you have a unified sales and marketing team that collaborates in order to achieve your revenue goals?  Take the time now to assess your approach and make the required adjustments to be successful.  Those that have learned to work together are those who will enjoy the long-term benefits of such collaborative efforts.  And, the sound of the bell ringing in celebration of another purchase order will be yours to enjoy.