Why Your Sales Hates Your Marketing and Vice Versa

Bull_fignt_-01-1.pngSales and marketing departments drive the growth engine of any organization (including yours). You really can’t have one successful department without the other.

You’d agree to this. There’s really no way not to. Every company would want to achieve the remarkable feat of an idealistic relationship between these two departments.

However, the reality however, is that most companies, these two departments are mostly at loggerheads with each other and just don’t seem to get along.{{cta(‘e39d29b6-0010-4ca5-9bbe-a81d0d8edb64′,’justifyright’)}}This is an age-old strife between both these departments the factors for which vary from human errors, emotions to competition. Though some experts see it as a change management crisis, this problem might just snowball into a bigger, more serious form if left alone.

Simply put, both the teams may be optimizing and monitoring for completely different sets of metrics. And more disjointed the goals are, more negative the outcomes.

Though marketing might be churning out a good number of leads, but not all MQLs might be sales ready. In fact 80% of the leads created are actually just people looking for valuable content that solve their challenges and not because they want to buy your product.

Since not too many organizations have the right tools to monitor and measure these metrics, all that they’re able to see is leads not converting into deals.

Sounds familiar?

So will the usual arrangement this predicament leads to:

First,

the marketing team is seen as a support team working on branding assignments, trade shows and collaterals to be used by the sales staff in their demos or in-person meetings.

And so,

the sole responsibility of generating revenue falls upon the sales team, which is completely unfair in today’s complex buying process.

So, what’s the solution?

*Drumroll*

Sales development

Known by different names in different organizations,(business development, lead generation, etc) as many as 40% of software companies have adopted the sales development model relying heavily on data and matching the way customers manage their buying decisions today.

Since your MQL’s are not ready to buy, but are ready to engage with your brand’s content, you need a discipline that manages leads of all types effectively and helps your sales teams stay focused on managing and closing new deals.

The key element of this role where analytical, drip nurturing and phone/email prospecting skills are all rolled into one can be instrumental in creating more sales qualified leads.

Companies that scale up this sales development can gain a sharp edge over those that don’t.

How sharp?

Ow! Cut myself….

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