Marketing and Sales Responsibilities
Understanding marketing and sales responsibilities can be part of building a winning partnership. With Marketing getting more involved with marketing automation, qualifying the lead and taking the leads back from Sales when they don’t close, the relationship gets so much tighter.
How can Marketing and Sales become a Stronger Team?
Marketing can help Sales along when they are able to continue the conversation until the lead is sales ready.
The prospect is interested (thanks to Marketing) but not ready to buy. The last conversation the Sales Rep had should help determine the next conversation. Right?
Instead Marketing does the following:
- Steps in and sends a highly Marketing looking html email. What happened to building the relationship?
It’s like Marketing coming to a sales call with an Armani $2,000 suit when everyone else is wearing jeans and a t-shirt. Marketing over dressing to impress can make the customer feel uncomfortable.
- Sends an offer to the prospect they just refused instead of sending a complimentary or more compelling offer.
- Over contacts the prospect with irrelevant, multiple impersonal html emails with a generic signature and generic reply email address
Through marketing automation, a very personalized relevant follow-up email with the Rep’s signature can be more impactful in generating demand. It requires the investment in gathering data on the customer, the Sales Rep and their conversation and less on fancy produced graphics and irrelevant content.