Better Together: The Evolving Relationship between Sales and Marketing

Sales | 5 minutes to read

15th Jun, 2021

Marketing & Sales integration drives positive business outcomes. Know the real benefits of this strategic alignment


    • Elaborating on the roles of the sales and marketing team
    • Understanding the key differences between sales and marketing

    • Highlighting the importance of these two teams working together

     Sales and marketing both are usually considered as two separate entities.  We have seen these two departments working in silos and blaming each other for the underachievement of targets or poor lead generation.

    However, they don’t have to function in that manner.

    Sales & marketing integration is still an unfathomable adobe for many organizations.

    Enterprises can reach tangible business benefits by aligning these two departments towards a single goal. Highly orchestrated sales & marketing working together on a single mission can deliver overarching business benefits for the organization.

    Key Difference Between Sales and Marketing

    Typically, the Marketing team is responsible to generate demand & create awareness of the products and services through a variety of different techniques & channels. This inherently presupposes the usage of offline and online methods to maximize reach. And this also includes event marketing, public relations, flyering, newsletters, etc.

    Hence, engaging with the potential customers and showcasing to them what your business has to offer is the main role of the marketing teams.

    The marketing team generates demand, creates brand awareness and brings ‘prospects,’ and passes them to the sales teams for conversions.

    On the other hand, the sales team is responsible for addressing the specific needs of the customers and providing a tailored solution. They build one-on-one relationships with prospects, understand their pain points, offer them a solution to address their needs and, close deals.

    In the present scenario, with the evolved customer behaviour, businesses carrying out their marketing strategy have evolved too. Enterprises are leaning on modern-day digital marketing techniques to study online behaviour and promote products as per the intent-driven purchase behaviour and streamline the path to purchase for faster closures. The success of these techniques depends upon stronger integration between sales and marketing teams.

    Why should these two departments work together?

    Sales & marketing teams working separately miss out on synchronization benefits. Here some pitfalls of a siloed approach:

    • Low lead generation ratio
    • Misaligned goals and objectives
    • Poor-quality of content
    • Miscommunication and no clarity within departments
    • Inefficient business operations

    According to leading research, aligned organizations achieved an average of 32 percent annual revenue growth, while less aligned companies registered an average 7 percent decline in their revenue.

    Sales & marketing alignment delivers impressive results – sales cycles become shorter, market-entry costs go down, and the cost of sales decreases. As per a recent, research report misalignment between the two departments costs businesses more than a trillion dollars per year. Aligning the department together eventually reduces acquisition costs. When these two departments closely work with each other, customers get additional brand and product exposure with no additional costs.

    These benefits add higher consumer engagements, higher conversion rates, higher average order sizes (basket values), and third-party endorsements. Brand loyalty and buyer retention improve going forward. This frees the budget for other marketing strategies that can be expanded and tested for more traction.

    Marketing team gets new efficiencies in understanding the market dynamics and understanding customer requirements in a better way. The sales team stays on top of emerging trends and gets the ability to sharpen its pitch.

    Both teams can smooth out the path to purchase and fast-forward revenues by working in an orchestrated way. Together, they get accurate buyer persona to position products and services in a better way. They can deliver a smooth buying experience to customers.

    Does your company encourage your marketing and sales team to work together? If no, then it is the right time. Your enterprise can reach many efficiency benefits and create an effective partnership for future growth.

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