Despite partially sharing the same objective, which is to generate new opportunities, we see in many organizations a gap between the Marketing and Sales areas, generating a lack of synergy between these two teams that, in theory, should go hand in hand. When they work in an integrated way, there is a true understanding of the strategy and, as a result, a gain in agility and assertiveness for generating new business. But, in practice, how to make this integration viable?
According to LinkedIn, 87% of Marketing and Sales team leaders say that collaboration between these two areas results in business growth. A survey conducted by Marketo in 2021 found that this alignment can help companies increase contract closures by up to 67%.
In this sense, one of the guidelines to boost the sales process is the creation of a Sales Operation area, which integrates with the Marketing and Sales areas so that, together, they have more connected objectives. The Sales Operation area prioritizes, researches, prospects and qualifies opportunities arising from the multiple actions carried out by Marketing, while the sales area reduces its efforts and time, generating more assertiveness and closing probability.
One way to achieve this integration involves inbound and outbound marketing actions, which support the generation and conversion of new business opportunities. Here, it is necessary to highlight the use of automated Marketing and CRM platforms that help in the generation, management and qualification of opportunities for the Sales area. There are several options for platforms on the market, from the simplest to the most robust, but an important tip is to understand internally which solution makes the most sense for your operation according to its maturity.
We don’t always need a Ferrari. Sometimes, Gol “ball” can do the job quickly, effectively and at a low cost, in addition to allowing the process to scale.
In order for it to occur efficiently, there are three steps that can be considered, as follows:
- Understand the company’s routine: see which points are in agreement and disagreement between the Marketing and Sales area and what are the needs present in the interaction between the two teams, considering the creation of the link between them, which is the Sales Operation area.
- Define the roles determining the limit and scope that each area will be responsible for. For example, Marketing will generate new opportunities through multiple campaigns, while Sales Operation will prioritize, research, prospect and qualify this work and, finally, the sales department will take care of the realization with less time and more success, or that is, with a shorter tail, especially when the average ticket is high.
- Team integration is essential because while the Marketing area understands its audience and impacts it through multiple actions, the Sales Operation team receives leads to qualify them, reducing unnecessary efforts. Finally, Sales gains agility in the deal closing process.
With these actions, the importance of having a team game between Marketing, Sales Operations and Sales is shown, which will promote fluidity between inbound and outbound actions. Following these steps, it is possible to increase the generation and qualification of potential customers and, finally, close more deals, contributing to greater competitiveness and company growth.
Fernando Barradas is Head of Marketing, Communication and Sales Operation at Engineering
Image: Pixabay
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