With the development in technology and easy availability of the internet has changed the working of B2B or business to business market completely.
Earlier, the B2B companies used to follow a sales-driven approach. The role of marketing was just to help the sales team in achieving their targets.
Most of the B2B companies have both sales as well as marketing departments. Tussle or blaming game between these two departments has always been there.
Both the department keep on blaming each other for their failure to achieve their targets.
Very few companies understand that their success rate will become higher if both these departments work in sync. The ultimate aim of both the marketing and sales team is to get more and more customers.
7 Reasons Why B2B Marketing And Sales Teams Should Work Together
Marketing helps in attracting customers and generating leads and sales team work towards the conversion of these leads and in retention.
Hence, if these two teams work in alignment, then it may help the B2B company to grow at a faster rate.
Why should the sales and marketing team work in alignment?
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Change in the sales process
The customer is the boss of today’s buying cycle. The customer has easy access to the information. They do complete research before purchasing any B2B services.
In many cases, the purchase is made without any help from either the marketing or sales team. Hence, it has become more important for both the departments to work in alignment to get more online conversions.
How would the working alignment between sales and marketing team help a company to grow faster?
Systems are streamlined
The year 2017 and 2018 was a time when B2B companies have learned about data collection, managing databases, standardizing records, making contacts, automating workflows and generating interest of the buyers.
This year companies need to focus on the production of solutions. Truth is managing databases and automation of system won’t lessen the importance of marketing and sales team.
Companies still need to make sure that they give personal attention to their potential and existing customers, provide them relevant content and offer them the best product and services.
Sales teams are more comfortable in a data-enabled world
Digitalization has made the sales processes more data-driven. On the basis of the available information, the marketing team can generate leads which have higher chances of conversion.
This further helps in saving lots of time and effort of the sales team. They can easily prioritize the customers on the basis of data provided by the marketing team.
Practical outcomes are the priority
Synchronization among marketing and sales team help them to focus more on practical outcomes. Both the department can use the intent data to plan their everyday sales and marketing activities.
On the basis of available information, members of both the teams can decide which prospective customer they should focus on.
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They can prioritize the available prospects by purchasing intent, and together they can work out how to grab the prospect attention, etc.
On the basis of intent and behavior data Teams can work out which approach works and which does not, they can make amendments and can reach their customer via the new and improved channel.
This will help both the marketing and sales team to focus their efforts on arranging more practical meetings and get more conversions.
Put your leads’ needs first
Sales team are the best to tell what kinds of leads they want. The marketing team can pay more attention towards finding such interest on various channels including forums and other Social media channels.
Leads generated via social media channels are more relevant and have higher chances of conversion.
The sales team always welcomes good leads. Moreover, the chances of conversion become more if the sales team knows about the needs and requirements of the prospective lead.
Hence, marketing should communicate the requirements of the lead to the sales team. Better communication higher are the chances of conversion.
Coordinated, multi-channel marketing
There was a time when the possibility of multi-channel marketing used to be treated as a dream. Efforts are being made by companies to create a single database which contains all the contact records and the details of cleansed accounts.
This database can be used for multi-channel marketing across various digital channels. Both sales and marketing teams can use this database. To get the maximum benefit out of these databases, alignment of both sales and marketing teams is very important.
Together both the teams can work on digital ad-targeting campaigns, and Tech Target leads generation. This help in providing the right content to the prospects at the right place and at the right time.
Respond as quickly as possible
In this competitive world Response Time plays a very crucial role. A little bit delay may result in losing a potential lead. The better the communication between marketing and sales team lesser will be the response time.
It is very important for the marketing team to transfer the potential lead to the sales team as soon as possible that too along with all the needed information like what is the customer’s requirement, the best time to contact the prospective buyer, etc.
From this, the sales team can contact the prospect at the given time, and this may result in converting a prospect lead into an actual buyer.
Improves buyers experience
Marketing people work towards finding customer behavior. They analyze it and find the reasons it has on ROI. For this, they use various analytical tools which help them understand customer’s behavior and what factors make them stay more on a website.
These information turns out to be very important for the company’s sales team. The sales team can use the information provided by the marketing team and work towards making the site more interactive.
This will help in improving the user’s experience.
Many types of research have proved that the B2B companies where the sales and marketing department work in sync have higher success rates.
Better the coordination between these two departments higher will be the conversions as well as retention.
This will further help the B2B company in achieving its ultimate goal of getting more customers.
Companies should understand that marketing and sales are two wings of the company and if a company wants to fly high it is very important that the wings should flap in alignment.
The time has come to an end the old-aged debate should come to end, and companies should make sure that both the teams should work together.
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