If we told you that groups with shared goals are more efficient than groups whose goals are at odds with each other, you'd probably think, “doesn't everyone know that?"
Well, in many companies, it seems that the sales and marketing departments have forgotten. Surveys show that marketing and sales have very different views of their own – and each other's – performance:
- 20% of marketers believe that sales follows up on 95%+ of leads, whereas 50% of sales people think they do.
- 28% of marketers believe that sales departments use fewer than 25% of their assets, whereas 97% of sales people think they use more than 25% of their sales tools.
But there are steps you can take to fix the problem:
- Have the marketing and sales teams share KPIs.
- Agree to a time frame – marketing will leave a lead with a salesperson for X days before starting the nurture marketing process.
- Clearly document service level agreements between sales and marketing.
- Measure conversion rather than just volume of leads delivered.
Research data says that businesses that strongly align sales and marketing outperform their peers with 19% faster revenue growth and 15% higher profitability.
Marketing and sales have a shared mission – but currently, many of them are losing the battle. If they can't learn to work together, they're well on the way to losing the whole war.