The document discusses the importance of collaboration between marketing and sales teams. It states that separating these teams is a mistake as it prevents them from developing joint strategies to attract and retain customers. Effective marketing and sales require both teams to work together at all stages of the customer journey from initial awareness building to long-term customer management. When marketing and sales are aligned, they can create a consistent client experience that drives business success.

1. Marketing and Sales ‘Gotta Be’ On The Same Page Page 1 of 1
Marketing and Sales ‘Gotta Be’ On The Same Page
By Debbie Scartozzi
May 20, 2010
Many companies, to their detriment, treat marketing as an isolated or separate
entity. Wrong move! Everyone in your company is part of marketing, and if
they’re not, your business won’t thrive. It takes your whole team to effectively
manage and market the business. In one way or another, everyone plays a part.
Companies that treat Marketing and Sales Departments as separate entities have
teams that don’t interact well and rarely talk – big mistake! Marketing and sales
team members need to stop their historical finger pointing, pull up their chairs, and
together develop a strategy/plan to support and manage existing clients, target
new clients, and position their company higher in the marketplace. Marketing and sales are NOT separate
activities. Selling is a two-way conversation, often taking place in real time. Combined marketing and sales
efforts, commitment, and focus are what drive the most successful businesses in the world.
Build Awareness. Before buyers fall in love with your product or service, they need to know it exists.
Building awareness can be done any number of ways…by sending out direct mail and e-mail blasts, cold
calling, or connecting via social media. In addition, your sales team needs to be involved in your marketing
campaign development process. Whether it involves messaging, developing customer touch points, etc.,
your sales team MUST be part of the campaign – after all, their role is to execute the follow-up. After the
marketing campaign launch, the sales team begins client follow-up calls, and then the sales and marketing
teams should meet regularly to discuss campaign results and ways to enhance messaging and connections.
Develop Content. After you reach your targets and they want to learn more, marketing should provide
literature to support the sales effort; marketing works with sales to tighten the message to benefit the
target.
Assess. Once the buyer is serious, they will consider the risks and rewards of doing business with you.
They will compare you to the competition. Face-to-face selling is one of the more effective sales conversion
techniques, because you can provide answers to buyers’ most pressing questions. Marketing must arm the
sales team with compelling content (i.e., testimonials, case studies, and references).
Secure Deal. The buyer buys because you provided them with the right information in the right way at the
right time. After the contract is signed, the salesperson should send a personal thank you note to the client,
involve the delivery team, set expectations, and stay in contact. When sales and marketing work together,
they can create a consistent client touch point strategy to remain top of mind.
Manage and Maintain. Guard against complacency and continue to provide value. Ask questions, stay
connected, develop a relationship – this is not transactional. Stay involved and make sure your client is
happy they chose you. Everyone reaps the benefits of good word-of-mouth advertising and future sales.
Debbie Scartozzi is CEO of Checkmate Associates. She can be at dscartozzi@ck-mate.com.
http://www.corpmagazine.com/DesktopModules/EngagePublish/printerfriendly.aspx?itemI... 5/20/2010