Is it Important for Marketing and Sales to be Synchronized?

Do most companies acknowledge that it’s important for Marketing & Sales to be synchronized? Why or why not?

Most companies do not acknowledge that it is important for marketing and sales to be synchronized. The main reason is the most people do not know what Sales and Marketing truly is. Marketing is selling to the millions, but selling is marketing to one person, and there in lies the difference and misunderstanding. On one hand, there is a negative connotation about Sales that can be attributed to our society – the stereotype is of a guy in a polyester suit who talks to much! On the other hand, Marketing is thought to be brochures and advertising. Within corporations, there is no training that Sales is a part of Marketing – even CEOs do not realize this!

For B2B companies, how does the M&S relationship differ in a services organization vs. manufacturing company?

There is no difference – it is the same across all industries. In fact, the only instance where there is a difference is in small companies and that’s because the same person in these organizations does marketing and sales.

The relationship between M&S is often difficult — even hostile. From your experience, why is this?

There is no empathy for the other side. Marketing believes in the products it helped create but does not understand how the customers buy. Marketing tries to get understand the customer from a high level, but often misses from a transactional point.

The people aspect is different – to understand what is important to the customer. For instance, when you are selling a wireless phone, what you are really selling is ease, convenience, and communication. It is critical to know which one of these benefits is really important to each customer. Sales does not provide this feedback to Marketing.

Sales is unable to communicate the messages from Marketing but gives out modified messages of its own. The end result is two sets of unmatched messages aimed at the customer.

What are some of the problems in companies that suffer from a lack of alignment between these two functions?

The biggest problem they face is growing the business effectively. If these two functions could communicate better and understand each other better, they can grow their business without any additional resources. There has been significant industry research on what lack of communication costs the company in terms of acquiring new business.

Are most sales organizations customer focused or product focused? Who or what makes the difference in which approach is dominant?

Most focus on their product rather than the customer. Most sales people find it easier to talk about their product because they understand it better and the pride and ownership associated with it. It is much more difficult to talk about their customers needs.

Fortunately, there is some change. The current economy has forced management to rethink why their customers are buying or not buying. Sales people cannot cherry pick as they used in the past, and are learning to build long tern relationships with their customers. And building relationships is being customer focused.

What is it that sales really want from marketing?

Marketing can provide insights and collaboration to offer an effective solution to the customer. Marketing can be flexible and open to opportunities that Sales presents. After all, the salesman’s motto is that 10% of something is better than 100% of nothing!

How should the customer sales process affect marketing strategy?

Part of Sales’ frustration lies in that Marketing’s does not understand how the customer buys and uses the solution in different segments, markets and industries. If Marketing is open to this feedback, it will help both the Sales and Marketing Strategy.

Marketing often accuses Sales of withholding customer information that would expand strategic analysis and improve marketing decisions. Is this true? Why?

True, and it is because Sales feels that Marketing will not listen to them.

What have you found to be the biggest issues sales teams have with the marketing group?

That Marketing does not understand the reality of being with a customer. Sales must develop a relationship with the customer whereas marketing tends to be more analytical as they do not come face-to-face with the customer. The other issue is pricing – Sales would like to beat down the pricing, but Marketing (being aware of the costs) wants to maintain margins.

How can we resolve these issues between Marketing & Sales?

For a start, Marketing can involve Sales in strategic marketing planning. Even at a concept level, they can invite inputs from Sales on what they know from the customers and competition angles. Exchange of information on Timelines, needs, acceptable and rationale can only help!

Sales & Marketing should collaborate like a fence – lean more to sales (when they need to get a new business) or lean more on marketing (why it can or cannot be done in a particular way). Customers intuitively understand this kind of integrated marketing.

One on the most powerful things I have seen is when a Marketing person moves into Sales and vice versa. They are extremely successful as they bring their knowledge and applying it to the other function – they switch sides and do just great.

What are three things that would improve the relationship between sales and marketing?

Communication, understanding and trust building. Open dialogs between Sales, Marketing and Corporate management on these issues can help better align marketing and sales processes.

As a sales coach, how do you integrate marketing insights into sales messaging, objections handling and competitive positioning?

I always start with history – asking them what they know, their sales process, how they interface with the customers, and whether they believe that Marketing is supporting them or not. Often, when clients tell me that Marketing does not understand, I counter by asking whether they communicate this to Marketing or just ignore it.

It is critical for sales people to take marketing inputs and modify it with field inputs from customers and competition and feed it back to Marketing. From a coaching point, I lift a mirror to them and teach them to hold themselves accountable.

What role can technology [like CRM programs] play in improving synchronization between marketing and sales?

Synchronized and shared data makes it possible for everyone is looking at the same information. It will help greatly in developing successful lead generation, customized messaging, and personalized content programs.

Reprinted from Marketing Insights [June 2003] (http://www.rethinkmarketing.com) with permission of ReThink Marketing LLC. Copyright 2003. All rights reserved.

Debbie Mrazek
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