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The Relationship Between Sales and Marketing Most organization’s sales and marketing departments operate in distinction. The separation of activities may be necessary but leads to confusion and tension between the two departments. Branding, advertising, product development, market research, web content and social media are the main roles of marketing. On the other hand, sales have a particular focus. Sales people mainly deal in cultivating customer leads, qualifying the leads and managing a sales line. Although sales and marketing have sharp differences, they are charged with related activities which are ensuring that the customers are satisfied and also growing the revenue of business. Spanning the bridge between the sales and marketing departments is therefore important. The two departments should work together to achieve common goals. The following tips can get used in bridging the gap between sales and marketing. To start with, both the sales and marketing departments ought to use a similar language. A qualified lead from an organization’s standard agreement is usually created. There should be a consensus on critical terms and a focus on the organization’s marketing activities on coming up with a comprehensive profile of targeted customers and information from key decision-makers from the target audience. Sales teams’ efforts may end up being futile if they put their efforts on people who lack purchasing power and as a result, end up in placing the marketing team at the wrong places.
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Organizations could also come up with a mutual plot. For better outcomes, the two departments should come together since the sales team interacts more with clients. The method chosen by the organizations should elaborate the client’s buying process and the best ways of influencing customer decisions.
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There should be a quantification of both activities and outcomes. Departments of sales and marketing ought to revamp their analytics and invent agreed upon metrics to assist in measuring the outcomes of the marketplaces. Staff in the two departments could also get interchanged for a period. Many tensions that arise from the sales and marketing departments result from misunderstandings on the functions of each department. An efficient solution to this problem could be having marketing team members to serve as sales representatives for a period. Upon doing this, the marketing department members ranging from to top executive to senior staff understand how salespeople make contacts with customers, develop leads and maintain follow-up calls in influencing buyer decision in the buying process. A sales representative’s knowledge of the customer should be stressed on. Sales personnel have knowledge on what the target customers like most. Sales representatives in the organization should share the information with the marketing team. When having this knowledge, the marketing department equips the sales force all the necessary tools for potential success.