4 Creative Ways to Combine Marketing & Sales

Sales and marketing departments are often fiercely independent, but times are changing and these two important fields are slowly evolving together to become a unified business solution. Here are the top four creative ways reasons to combine the traditional two separate processes of sales and marketing.

Systematic Integration
Almost all business leaders understand that sales and marketing activities are not mutually exclusive processes, but they still use outdated and ineffective sales and marketing models. Some business leaders feel that their small company doesn’t need fully integrated sales and marketing departments because of the time and financial costs. As a result, they separate sales and marketing teams instead of sharing goals, research data and effective techniques, which decreases efficiency and accountability. Executives and decision makers can integrate sales and marketing automation through standardizing policies and centralizing processes. This will result in common goals, consistent messaging and increased revenue.

Focus on Quality
One effective way is to fix similar sales and marketing problems with unified solutions. This will naturally streamline and standardize processes. It will also eliminate reoccurring customer service issues and problematic data leaks. Business leaders understand that they must continually research and engage customers, but this data is difficult to gather through broken processes and continual miscommunication. Many companies surprisingly fail to consolidate their sales and marketing databases, which will result in a continual loss of sales and permanent customers. Database consolidation and quality control techniques will increase transparency and reduce blame games. It will also increase the effectiveness of online sales funnels and traditional in-store sales pipelines.

Smarter Customer Prospecting and Nurturing
Every tool of the sales and marketing cycle, whether it is data analytics or online relationship building, contributes to the bottom line. Synchronizing and consolidating these cycles will drastically increase customer prospecting and nurturing. For example, sales and marketing teams should share standardized dynamic lead scoring methods. They should be empowered to either manually or automatically score leads. This means that online user behaviors will generate automatic lead scores, but emails or phone calls will be evaluated by a standard grading system. In order to measure the effectiveness of these efforts, regularly review customer feedback and internal reports. This will also help managers measure ROI levels.

Comprehensive Customer Reports
When sales and marketing teams work separately, they each only understand a limited part of the whole customer picture. Sales and marketing processes can be combined through focusing on business processes and data collection methods. This will provide a complete view of customers with detailed data that both parties can share and use. In order to automate and synchronize sales and marketing cycles and efforts, all personnel involved must use the same software systems and practices. Any company that uses separated, outdated systems should consider upgrading to an efficient and comprehensive customer relationship management (CRM) program that all departments can use. A single CRM system will result in a plethora of more insightful data through contributions from diverse departments, like shipping, manufacturing and customer service.

Due to increasing competition and market consolidations, businesses will benefit from an all-in-one solution that combines things like marketing automation, customer engagement and social media outreach.