June 21

Sales and Marketing as a Team: Five Tips to Improve Performance

Marketing Strategy


The best mindset, strategy and tactics – and the most astute sales and marketing individuals – are for naught without the collaboration of everyone involved. The unrealized potential can be likened to the batteries in a flashlight. If the batteries aren’t inserted in the right direction or are otherwise out of proper contact, their latent power is unusable.

Likewise, the harmonious interaction of sales and marketing is crucial. If they are askew and going in dissimilar directions, sales and marketing will not empower a successful complex sale or sales lead strategy. Bottom-line sales performance reflects just how well sales and marketing are working together.

I liked the collaboration tips in Sherri Leopard’s article, "Five Steps to Connect Marketing to Sales, and Sales to Financial Results" in MarketingProfs.com.

I’ve summarized Leopard’s tips with my thoughts below:

  1. Sales and Marketing must collaborate on defining leads and marketing objectives.
  2. What gets measured gets done. Connect sales and marketing metrics together.
  3. Focus on the data points you REALLY need to measure in your CRM.
  4. Is your value proposition clear? Does your sales team have sales-ready messaging? 
  5. Create content that’s relevant for each stage of the buying cycle.

Simply put, what matters most is having everyone on the same page, integrated and respecting one another. If you can’t do that, your brilliant lead generation plans and tactics won’t matter.

About the author 

Brian Carroll

Brian Carroll is the CEO and founder of markempa, helping companies to convert more customers with empathy-based marketing. He is the author of the bestseller, Lead Generation for the Complex Sale and founded B2B Lead Roundtable LinkedIn Group with 20,301+ members.

  1. You couldn’t be more right on. I’ve been the marketing arm for a few online service firms for the past 5 years or so, working directly with sales.

    The key for the marketing side is to ask a lot of questions, and stay proactive inside your sales teams heads. Then give them what they need to close.

    Good advice here for all.

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