Modern marketing in a digital age – Quorus talk “Smarketing”
“Marketing is analytical and sales is interpersonal. Sales has a short-term focus and marketing has a long-term focus. Marketing is more strategic and sales is more tactical. Marketing is pull and sales is push.” This is according to a Forbes article about the notoriously rocky relationship that exists between sales and marketing.
While these are all generalisations about the two different business functions, it isn’t uncommon for sales and marketing – who really should be in tune – to be totally out of sync. Sales is about romancing a customer through the various stages of the purchasing process and marketing is focused on leads, clicks, and views. Their intentions may differ, but their goal is the same; making it vital for sales and marketing to work together and to always be on the same page.
Sales and marketing – a case of broken telephone
Did you ever play broken telephone as a kid? You’d sit in a circle and pass a message from one person to the next by whispering into the ear of whoever was sitting next to you. By the time the message was passed around the entire circle, the final message was almost always different from the original. Now imagine trying to transfer an important piece of information to someone else without saying anything at all.
This miscommunication happens in modern businesses every day. At best, it could lead to a minor misunderstanding; at worst, it could mean that your business loses a potential customer. Were the sales and marketing departments playing broken telephone, they should definitely be sitting right beside each other, constantly passing messages back and forth so that everyone is in agreement. They basically need to join forces to form a hybrid department of sorts. Let’s call this “smarketing”.
Bridging the divide with technology
The internet and other modern technologies have made it ever easier to bridge this gap. It doesn’t matter how big the company is, technology makes it simpler to collaborate and communicate; ensuring positive results are achieved with minimal effort. Not only do digital tools allow sales and marketing to communicate and collaborate; marketing automation, effective CRM platforms, and customer journey mapping tools all contribute to ensuring the sales/marketing marriage is a successful one.
Perhaps the greatest way the digital age is aiding sales and marketing teams to work more closely together is around data and the insights that can be derived from customer information. If marketers and salespeople don’t have access to the same information around the customer, they are essentially targeting different people. Being able to access historical data about customers allows a company to develop strong personas around which sales and marketing strategies are based.
Technology also makes it easier for content assets and sales material to be stored in a shared system that both teams can access at all times. This allows the sales team to generate their own documents using content created by the marketing department and ensures that all of the data in their sales pitches is accurate and up-to-date.
Basically, “smarketing” results in more effective content that’s easily updated and available when needed. When sales and marketing efforts are streamlined, solutions are put in place that work to everyone’s benefit. Content management systems save time, while analytics make it easier to assess the success of a campaign and use this information in the future.
Are you keen to take a stab at “smarketing” and improve the communication between your sales and marketing teams? Why not register for our free webinar about how to tailor your marketing strategies for the digital age. The webinar is taking place on Thursday September 15, 2016. A panel discussion will see Microsoft’s Senior Worldwide Channel Marketing Manager, Jennifer Tomlinson, Chief Marketing and Business Development Officer at Kramer Levin, Jennifer Manton and Qorus CEO and Digital Influencer, Ray Meiring, sharing their marketing insights. Register for the webinar below.