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Understanding the Evolving Relationship between Sales and Marketing


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Understanding the Evolving Relationship between Sales and Marketing

Sales and Marketing are often seen as two separate departments within a company. At Volaris, we believe that although their daily operations are focused on different aspects of the customer relationship, they should function together as a single unit. Their relationship is irrevocably interconnected, and recognizing where each team specializes and how they can come together to generate growth is certainly on top of our mind here at Volaris.

What is the difference between Sales and Marketing?

Marketing encourages leads and builds relationships with potential customers through a variety of strategies. Some of these strategies include promotion through flyers, emails, newsletters, trade shows, referrals networks, and of course, digital marketing.

Digital marketing is part of what we at Volaris recognize as New-Age Marketing. Digital marketing has become a key focus in recent years because the process through which customers research and buy products and services has changed drastically. Digital Marketing techniques are addressing the change in customer behaviour and have positive effects on not only the number of leads, but the quality of these leads which ultimately generates better growth.

Marketing reaches out to these potential customers and provides them with knowledge and incentives about their company and their products through promotions and campaigns. They nurture leads through cycles to ensure that people keep coming back. Getting the initial sale is important, but it is reflective of a good marketing team to keep people interested in what else the company has to offer. Marketing develops a relationship between a large customer base and the products and services the business sells.

After Marketing has reeled-in the leads, it is up to the Sales department to close them.

The Sales team develops a one on one relationship with the customer, and they work hard to ensure that the customer evolves from having an interest in their company to signing a contract and paying for a service. The Salesperson addresses the specific needs of the customer and provides a solution tailored to their requirements. Through additional methods such as cold calling, salespeople are able to turn a lead into a profit. All companies need these talented individuals to ensure the success of their business.

Why Sales and Marketing need to work together

The relationship between Sales and Marketing has changed drastically in recent years, and it is crucial that these two groups collaborate effectively. Marketing is holding onto leads much longer than ever before, and they are focused on developing and nurturing relationships with leads before handing them off to Sales. Also, more and more marketing organizations are bringing inside sales (or lead qualifiers) into the Marketing organization – a role that used to sit within sales.

By holding onto leads longer, Marketing is making it easier for the Sales team to connect with the customer. Reducing the number of cold leads and increasing the number of warm leads makes the process of closing deals faster for the Sales team. Also, having an effective Sales team which can close the deals effectively generates revenue and ensures that the Marketing team’s efforts are not wasted. It is important that your Sales and Marketing teams value one another, and recognize the potential they have when working together. It is all about balance, and marrying the different talents of Sales and Marketing creates an effective partnership for generating growth.

Your Turn

Does your company encourage Sales and Marketing to work as a team? Do you find this relationship beneficial? Let us know on LinkedIn, Twitter, or Facebook and subscribe to our blog if you found this article useful.


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About the Author


Mark Miller

Mark Miller's avatar

Mark Miller is the Global CEO of Volaris Group and Trapeze Group. In addition, Mark is the COO at Constellation Software – Volaris Group’s parent company. He began his career as a software developer and it was during that time that he cofounded Trapeze Group in 1995. Mark has a passion for software technology and building innovative businesses that last forever. His goal is to help intrapreneurs and entrepreneurs surround themselves with a great team so that they can be leaders in their industries.

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