Harmonizing with Marketing & Sales
There would be no revenue if sales existed without marketing or if marketing existed without sales. Both teams are needed! Each team is responsible for different things, marketers are not salespeople - salespeople are not marketers. As a marketer, our job is to educate, influence, promote, and act as part of the funnel to reach the sales team. Sales, on the other hand, take those leads generated by marketing and convert them into actual revenue. Salespeople build relationships with potential customers and demonstrate how the products or services offered can solve their problems.
Although one would not exist without the other, there should be no tension between the two parties. It should be the complete opposite: the two parties should put in the effort to work closely together to accomplish revenue goals effectively.
Philip Kotler explains that “Sales departments tend to believe that marketers are out of touch with what’s going on with customers. Marketing believes the sales force is myopic — too focused on individual customer experiences, insufficiently aware of the larger market, and blind to the future. In short, each group often undervalues the other’s contributions.”
To bridge this gap, both teams must recognize the value they bring to the revenue generation process. Collaboration is key! Regular meetings and shared goals can foster alignment between the two teams. For instance, marketers can provide
sales teams with valuable insights gained from customer research and data analytics, enabling salespeople to curate their pitches more effectively. In return, sales teams can offer real-world feedback that helps marketers refine their strategies.
The responsibility for revenue falls jointly with the marketing and sales teams. They each play integral roles in different phases of the customer journey, and their collaboration is essential for achieving revenue goals. By embracing their unique strengths and working together, marketing and sales can create a harmonious partnership that drives success for the entire business!
