Sales & Marketing Teams: More Connection, Better Results
April 30, 2025
Sales and Marketing are often thought of together, but in reality not always working together. Often set up with separate strategies, these two key components for any business are essential to each other’s success. Marketing drives the leads. Sales converts those leads to customers. Communication and tracking of lead quality and sales conversions make all the difference. Your marketing strategy only gets stronger when all teams are up to speed on which tactics actually lead to sales (and which don’t.)
Improved Processes
When our team is working with an in-house sales team, we can help them improve that process making both teams more effective. We outline the journey of leads coming in and set up the most efficient way for their team to receive these and follow up. We set up automations that support and nurture the potential customer to make those sales conversations even easier. We provide answers to common questions in the marketing activities to support the sales process making prospects even warmer when they reach that purchasing moment.
For one of our clients, we’re capturing leads on their website. We have full access to the CRM they are using, and we instantly add new leads directly into it using a Zapier connection.
And, we want to hear from the sales team on how processes are working for them. If they are only receiving unqualified leads from a marketing channel, we take a look at how we can adjust our strategy to better fit what they need.
Building Consistency with Supporting Materials
We want all materials a potential customer sees to be consistent and on brand. When we work with sales teams, we listen to their top pain points and create resources to overcome them. These come in the form of one-pagers, talking points for phone conversations, landing pages, and more.
One supporting element we always implement is an automated email sequence. The moment we receive an email address, the email automation kicks off to provide more information about the product/service. Then, when the sales team reaches out, the lead has multiple resources already.
Closing the Loop
Closing the loop means both the marketing and sales team know when a lead becomes a customer. As the marketing team, if we don’t have access to any sales metrics, we can’t truly determine what’s effective. Whether a client is selling memberships, physical products or a service, having access to monthly sales data shows the full picture.
Marketing and sales teams have distinct roles, but both teams need each other to reach their individual and collective goals – make the business more profitable. Connect your sales and marketing teams for data share, strategy alignment and routine communication to experience the difference in your results.
