Small business: sales and marketing collaboration

It is an age-old battle. Sales v marketing. Who benefits the business the most? Who is really responsible for the businesses income? Who has the best moves at the staff party?

With the subtraction of the last question (obviously marketing wins this 😀), these questions are actually ridiculous. Not only are they ridiculous, but asking them is potentially massively detrimental to the wellbeing of the health of the business. It is like asking which of the tyres on your car had the biggest impact on your drive to work this morning.

These questions are boring, pointless and fundamental flawed. In this article, we aim to prove why these questions suck and why sales and marketing should be working in collaboration.

There are lots of pros and cons of both these options. With considerations such as cost, flexibility, brand clarity and expertise all playing a massive part in making your decision.

Below we take a look at these considerations and give an outline of both in-house and outsourcing marketing.

ultimate goal = growth

Let’s get one thing straight. Sales and marketing should be working towards one clear and concise goals – GROWTH.

What business doesn’t want to grow? Ultimately the only way to do this is to increase revenue and profit…this is the job of both sales and marketing. It is crucial that both functions within the business work together to achieve this goal, which is becoming increasingly difficult in today’s highly competitive market.

Neither sales or marketing can survive or work efficiently without the other. This is for a number of reasons including the transfer of valuable knowledge and information as well as working together to find a balance between inbound and outbound sales. We will explore these reasons further in the rest of this article.

The transfer of knowledge

Lines of communication between sales and marketing teams is crucial for each to be able to work competitively. Take for example the fact that a member of the sales team will talk directly to customers and prospective customers and will be able to gather large amounts of qualitative data and feed it back to the marketing team. This will shape the way in which marketing run future communications.

Equally, through digital marketing, marketers can collect a vast amount of quantitative data on your target audience. Such as what type of content, information, promotions and tone of voice makes the customers get all excited and buy your products.

you’re from where?

Sales-guy: “Hi, I’m Bob from Pizzasocks

You: “Bob – from where?”

Sure, Bob’s business have probably the coolest name going…and probably make the coolest looking socks on the market (or the worst tasting pizza). But Bob doesn’t have a marketing team and that’s why his job is haaaarrrrdddd.

Strong, professional and well-placed marketing adds an incredible amount of credibility to your business. If you have heard of a brand, know they have a solid foundation and are therefore trustworthy you are much more likely to take them seriously when talking about giving them some of your hard-earned cash.

Not only this, but the inbound aspect of marketing means that many leads walk through your door rather than you knocking on theirs. The process of inbound marketing generates familiarity with the brand, meaning once a lead comes in, they are already comfortable with who you are and what you do. Put it this way you wouldn’t ask someone to marry you before you have been on a date, right? So why do you think it is ok to ask for people’s money before they know who you are?

no close, no money

So, marketing is the most important, right? You won’t even get your foot in the door if people don’t know your brand.

Wrong.

Sure, marketing does a huge amount to build brand credibility and even get interested people through the door to take a look at your shiny products/services.

But without sales those interested people are not actually going to let go of their money. Sales is the final step in convincing potential customers to buy. Whether that is through matching products and services to their needs or answering objections.

This article has shown why sales and marketing must act in collaboration to help small businesses conquer their market. One without the other just won’t work effectively enough to beat the competition and keep a healthy sales pipeline…the debate over staff party dance champion continues.

Check out the entire blog series on planning your small business marketing: 

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