I spent much of my young life on a baseball diamond, and after experiencing both the highs of championships and lows that were not dissimilar from the Bad News Bears, I noticed one ironclad pattern: Championship teams are united. There are two modalities through which baseball can be understood. Many are of the belief that baseball is an individualistic sport, where one batter is facing one pitcher at a time. There is no collaboration—if the batter gets a hit, he considers himself successful, regardless of what the next batter does. When asked how the game went, these players typically recap their own performance before the teams (i.e., “I played well, but we lost”). Then there’s the opposing view, which considers baseball the most mentally collaborative sport there is. Sure, only one player hits at a time, but that’s simply their small contribution towards the team’s larger goal of propelling past the competition. One batter can approach his at-bat strategically to set the next batter up for increased odds of success.
Lineups can be organized to give the team as a whole the best odds of driving in more runs. Trick plays and sacrifices are critical to winning tight contests. These players are much more focused on the final outcome than their own statlines. Which perspective do you think brings home more trophies? The relationship between baseball teammates is eerily similar to that of sales and marketing professionals, but unfortunately, the latter is prone to a less symbiotic existence. Phone Number List In fact, recent research from Aberdeen has found that 92% of companies experience below-average conversion rates in at least one part of the sales funnel due to marketing and sales friction. This friction comes from the “individual” mindset, where sales adheres to their own metrics, and marketing theirs. Not to mention it’s costly, both in time and pipeline. It’s time for this line of thinking to die. Championships are won through collaborative effort, and in order for your organization to get—or stay—ahead for the long haul, sales and marketing must partner as players on the same team. In this blog, I’ll outline 5 benefits of strengthening your organization’s sales and marketing partnership that will hopefully encourage you to take action today.
Enhanced Customer Experience The customer experience is the heartbeat of any functioning organization, and by focusing marketing and sales on collaboration, the main benefactor is the customer. Nothing frustrates (or loses) prospects more quickly than an irrelevant piece of content or a lack of fluidity between touches. Without establishing a single plan of engagement between sales and marketing teams, the overarching brand appears disorganized and impersonal. 2. Better (and More) Qualified Leads I’m willing to bet there are very few salespeople who haven’t, at least once, muttered “marketing isn’t getting me ANY leads!” even though they’ve been handed dozens, if not hundreds. The problem may be the fact that marketing’s KPIs revolve around quantity, rather than quality of qualified leads. By establishing a strong lead-scoring method through a collaborative process, the guesswork is removed from identifying quality leads and, as a result, better leads come through more quickly and in higher volumes. 3. Clear Feedback Channels By establishing a strong relationship, sales and marketing not only unify their rules of engagement but warrant continued communication through cross-departmental feedback. Establishing an open line of communication creates the opportunity for further refinement of strategy down the line.
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