The dynamics between marketing and sales have historically been both closely-tied and wildly different. At a basic level, Marketing teams manage promotional tactics while Sales teams fundamentally warm leads and close deals. Together, they go in hand-in-hand to drive business for their company and impact the bottom line. Despite some distinct differences between the two departments, Marketing and Sales should be strongly aligned in goals, projects, and analytics. Yet often, when a business looks at their marketing and sales teams, they may find this to be far from the truth. They key to bringing these two together is developing a strategy that creates strong interdependence to optimize success.
Different Departments, Same Goal
In our previous blog, we outlined the clear differences between marketing and sales teams. And while these differences exist in many companies, it’s important to empower both sides to work together cohesively in order to generate success in both departments.
According to HubSpot, 87% of the terms that sales & marketing teams use to describe each other are negative. This can only be counterproductive for creating a strong alignment. Marketing has been known to refer to Sales as “simple-minded”, “incompetent”, and “lazy”, while Sales uses terms like “arts and crafts” and “irrelevant” to describe Marketing.
However, this couldn’t be further from the truth. Without the support of Marketing, Sales teams wouldn’t be able to get the “warm” leads they need to quickly close a sale. Without a solid sales team, Marketing wouldn’t have on-the-ground insights from specific markets to create relevant content.
Marketing & Sales Feedback Loop
The key to building a stronger relationship between Marketing and Sales teams is developing an interconnected strategy that creates a feedback loop. Marketing teams do heavy market research on a company’s target personas to understand the demographics, lifestyle, and behavior of their ideal customer. All information created and used to sell to the customer should reflect their specific interests, pain points, and concerns. Without this detailed research, both teams would struggle to accurately target the right lead. While Sales can use this information to better address their customer, their team receives feedback from regional markets that may differ slightly from the more generalized personas that Marketing created. This regional-specific information is vital for Marketing to better understand their audience.
This is just one way that a feedback loop is essential to seeing positive communication and successful campaigns for both Sales and Marketing. The feedback loop is where both teams communicate in a continuous loop, providing back-and-forth feedback and adapting their approaches based on this feedback. When this is broken, the ability to generate strong leads is also broken. To ensure communication, the teams will need to meet regularly through onboarding meetings with new employees, weekly sales meetings, and management meetings to review monthly goals and analytics.
A great practice to ensure this feedback loop stays strong is to incorporate Marketing and Sales alignment into the company’s culture and processes. Therefore leadership and managers need to reiterate that neither Sales nor Marketing is king of the mountain. Rather, they’re both pivotal generals in the company. Ensuring there’s an equilibrium between salaries of lateral Sales and Marketing roles will help the mentality.
Finding Harmony through HubSpot and Inbound Marketing
In order for Marketing and Sales to find harmony and success as one unit, it’s important to embrace the tools that make this possible. Meetings are a great way to stay on track, but relying on meetings alone is not enough to ensure your teams are working in sync. Marketing automation tools like HubSpot are built to blend Marketing and Sales teams into one well-oiled machine working to achieve company goals. HubSpot coins the term Smarketing, which refers to the alignment between your Sales and Marketing teams created through frequent and direct communication between the two.
Companies that practice Smarketing ensure two departments have one goal, and have established measurements to achieve that goal and stay on the same path. These goals should be made together and reviewed frequently.
For instance, 74% of organizations that use both marketing automation and CRM as part of an integrated technology stack, said that their sales and marketing teams are aligned, according to DemandGen.
As the lines continue to blur between Marketing and Sales, it’s crucial to empower both teams to be experts at what they’re responsible for. HubSpot separates its software into a Marketing Dashboard — complete with web analytics, blog performance, and content creation tools, and a Sales Dashboard — highlighting deal forecasts, sales performance, and prospect tracking. HubSpot brings the two together, while amplifying each with their own productivity tools.
HubSpot’s highly detailed tracking allows both Marketing and Sales to determine when a lead came to the site, how long they were there, and what they were searching for. Not to mention, its ability to create complex workflows for email nurturing to ensure no lead goes unnoticed. This gives both teams more information to do their job better and convert the lead into a customer.
As a HubSpot Certified Agency, we practice what we preach. By combining sales and marketing efforts to drive traffic, warm leads, and send a potential customer down the buyer’s journey — we’re able to do for our commercial real estate customers what we do for our own agency: drive results and ensure success.