Integration of both departments significantly improves the efficiency of both departments. It typically requires just some changes in the relationships between them. Here we’ll look at a few ways to begin the process of integrating marketing and sales.
Establish a Service Level Agreement Between Sales and Marketing
In this regard, a service-level contract (SLA) defines and defines the team’s commitments. It defines areas where each team must focus on and the goals that each team must be achieved to maintain the cooperation between them, for example, an effective follow-up process for leads conducted by the sales team as well as the correct production of leads that are qualified for the marketing department.
Without a formal agreement, teams may be at a crossroads, having different sales streams or lose effectiveness by overlapping a sales team that is backed by a marketing team that is generating large quantities of leads that are qualified doesn’t have to devote the majority of their time in lead-generation.
Proper integration of marketing waterfall analytics with the inside and out sales processes is crucial here since you need to be able to analyze data at each stage of the purchasing process and incorporate standards and goals in the SLA that are in line with the analytics. Unsupported expectations without solid backing by data will only lead to team dysfunction and failures. This is directly related to two points.
Maintain an Integrated and Detailed Customer Relationship Management Program
Marketing analytics have to be understood and quickly shared across teams to ensure maximum efficiency. It’s not uncommon for companies to store these kinds of data within the marketing department without thinking about the importance of integrating the sales aspect. Every performance must be reported within your CRM system in order to be valid for sales, and everyone who has an effect on the data should have access to all of the data. By integrating the information that both teams collect into shared reports and dashboards, Each team is able to quickly modify their efforts to support each other better.
Take Your Data All the Way Down to the Sales Representative
In giving direct access to the information provided by the sales team’s “boots at the ground’ generals of the marketing team by giving a clear view that is based on a real from those who might operate on a conceptual basis. A marketing strategy that has not been tested lasts beyond the first interaction with the client. If your marketing department waits for information to be passed along instead of examining it straight away, the entire battle for marketing might be lost. In the end, the ROI of marketing will be impacted by an inability to swiftly improve and perfect the campaign strategies.
Additionally, sales reps on the ground communicate with the majority of prospective buyers. They can give you a highly-detailed strategy, campaign information, and content, as well as buyer-quality information that would otherwise get lost in the chaos.
You’ll find that it is easy to quickly and effortlessly implement all of these strategies and enjoy rapid improvements due to the integration. In the main, these suggestions let you extract the maximum value from your CRM and marketing analytics systems. They can only give the amount of information put into their systems, and the effectiveness of their output is contingent on how many people comprehend and adapt to the information. In addition, these strategies can help to dispel the ‘us against them’ mindset that is prevalent often between the marketing and sales teams and help them get back to being able to function as true allies.