For a long time, the Marketing Department and the Sales Department were viewed in completely different ways. The lack of alignment of objectives and understanding of responsibilities and duties created a feeling of rivalry between the two teams, which was clearly negative for the germany business mailing list company as a whole. Marketing viewed Marketing as a cost center and focused only on buzz, not on concrete results. Sales viewed Marketing as uncooperative and lacking proper monitoring/follow-up of the actions implemented and leads generated. The sales team believed that they were solely responsible for the success of winning new customers, without valuing the contribution of Marketing. With the change in customer behavior, a change in mindset is also necessary.
More than understanding the work of each team, it is necessary to develop a formal agreement between Marketing and Sales to govern the relationship between the two areas. The Service Level Agreement (SLA) is a document that sets out all the responsibilities, goals and even indicates when the Lead will be transferred from one team to another. With the agreement, everyone involved in the process has easy access to the information needed to monitor actions, analyze results and fine-tune strategies.
As we have said many times on our Blog, it is not about putting teams face-to-face, but rather side-by-side. When we talk about team alignment, we must take into account the necessary Empathy: Marketing must make an effort to understand the Sales side and Sales the Marketing side. We have created the Infographic below and invite you to participate: are you from Marketing? Send this link to the Sales team. Are you from Sales? Send this link to the Marketing team.