Putting an End to Sibling Rivalry between Sales and Marketing

Sales and marketing should be a hand-in-hand relationship, but too often, that’s not the case.

Studies show that 58% of sales and marketing operations leaders feel they have poor alignment with one another. In theory, the two should have a healthy relationship: marketing efforts help fuel sales wins.

For many companies, the relationship between the two departments can best be categorized as a sibling rivalry. This ends up hurting companies where it matters most. The failure of sales and marketing to coordinate can cost B2B companies as much as 10% of their yearly revenue. Friction between these two vital components can truly be detrimental to a company’s earning potential.

On the flipside, there’s a huge benefit to having your sales and marketing teams in perfect harmony. One study shows that companies that have a fantastic relationship between the two parties are 67% better at getting deals done.

With so much to risk (and even more to gain), companies should take another look at their sales and marketing teams, making sure they’re working together – not competing against one another.

When you have amazing data on leads and customers, it should be shared throughout the company, not kept to one department. When both the sales and marketing teams have ready access to relevant information, campaigns become more targeted, conversations become more personalized and winning becomes par for the course.

In order to get the most out of their sales and marketing campaigns, companies are turning to science and technology to lead a concerted effort. By integrating key marketing data into your sales CRM, you can discover insights that were not previously available.

Base’s CRM was built with this kind of helpful partnership in mind. We know how key it is for your sales staff to work closely with the marketing team, having seen the benefits of a working relationship firsthand.

Through Base’s Snap Marketplace, companies can integrate their data from marketing automation platforms such as HubSpot, email technology like MailChimp and lead generation information from programs like Wishpond.

For instance, adding a HubSpot integration allows reps to better prioritize outreach by providing them with the HubSpot score of each prospect. What’s more, your reps are able to see important details about marketing initiatives and how each lead came into the system.

With the tools available in the Snap Marketplace, reps are able to see when prospects have opened emails, downloaded a white paper or taken another key action, allowing them to customize their outreach. This way, sales reps can have more context at hand when they communicate with potential customers.

In turn, by having all this amazing data ready for your sales and marketing teams, you’re able to see the status and outcomes of leads and improve marketing with that information. For instance, if your LinkedIn ads are generating a lot of leads, but they rarely convert through the sales process, marketing can redirect its outreach to other, more successful mediums. Or, if a lead starts losing interest, marketing can bucket it into the appropriate nurture campaign to promote re-engagement.

Sales and marketing staffs are both on the same team, working toward the same big-picture goals. With easy access to data, they can become true partners instead of rivals.

For more information about Base’s Snap Marketplace, go here. And for help finding a sales platform that integrates with your marketing and other business systems, check out this free CRM Buyer Kit.

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