Why Convergence Of Sales-marketing Helps In Better Lead Management and Lead Nurturing


What sets apart winning teams? Whenever it comes to professional sports it isn’t just the top players or elite coaches who make sure a team wins. Such individuals that, of fact, increase the probability of success, what counts is a cohesive group of people working for that very same goal. It seems like every great teamwork as one. Players work together, tossing and receiving balls, and executing pre-planned tactics that will help them defeat their rivals.


A collaborative effort is the most solid way to boost a company and all employees can work together as well and help each other to achieve their goals. But it is also essential to unify the business as a whole, there is no other important task than aligning marketing and sales, especially when it comes to cultivating leads and through conversions.


Generally speaking, most companies will accept that their main priorities are trying hard to boost their revenue and becoming more competitive. But when there is a discrepancy in the methods used to achieve that goal, the way leads are followed, nurtured, and transformed could be badly affected. And this is why marketing and advertising departments will need to be on the same page to help a thriving business.


Unevenness and imbalance has a negative effect on lead generation


Marketing and sales naturally go hand in hand, but if their messages and strategies contradict each other, it can cause the company to suffer serious harm.


Perplexing the sales and marketing message results in un-unified branding. It can seriously delay the sales process in tandem with under-or even over-targeting, and make it hard to maintain leads.


For example, assume your marketing department is highly focused on building an online presence. They may concentrate on capturing your followers ‘ interest data (a significant portion of which may be current customers) and engaging them with social media advertisements.


So, presume the sales team is ignorant of this new strategy, so they send several marketing emails to current customers in order to create further orders. This could result in an imbalance in your target audience, not only frustrating them but likely leading to a loss of sales.


Through aligning sales and marketing teams to keep sharing common and unified expectations, consumers will have a more consistent experience, with better branding. Marketing and sales departments will discuss their priorities and appropriately develop a game plan to ensure no buyers fall between the cracks. In our illustration above, for follow-up contact, the best option is to channel previously focused customer accounts that communicated with advertising to the sales team.


Evenness succeeds in return of leads


Historically, it was the role of Sales to find leads and send them to the sales team for the transaction to close. Most sales teams also often whine about the quality of these leads. This could fester into a toxic game of blame where each group accuses the other of the shortage of conversions. In the end, poor communication and a lack of shared data infrastructure are at the root of the break. If both the sales and marketing teams are unaware of the basic plans and implementation methods, so either of them will find it quite difficult to do their job properly.


An even more efficient way to close deals is to focus on sales and marketing strategies on the purchaser’s experience and behavioral results. In reality, these days, the majority of customers anticipate companies to use their data to personalize experiences and to provide quality content.


A unified front helps steer conversion


Two parents are better than one and two teams that function on the same goals are better than just one that works independently. There, taking a project-type approach will be far more successful than creating broad targets and assuming that everyone will find a way to make it work. Marketing and distribution will establish a follow-up lead and marketing plan by unambiguously assigning roles and cultivating traffic. For example,


  • Marketing and Sales may collaborate together to determine the optimal customer types to be addressed, depending on their market, income or scale.


  • Then, they describe Sales Qualified Lead (SQL) lead scoring criteria. These could include a number of previous obligations, venue, watched BOFU material and so on. Defining the stage where the lead will be turned over to sales is important.


  • Set up a system of two-way monitoring and reviews for greater transparency. This may include the number of SQLs that Marketing has passed around, the number of follow-ups and the close percentage.


Firms which were able to effectively match marketing and sales strategies showed far greater success than their rivals in turning leads and meeting growth targets. Our Leadscribe marketing experts found that partnered companies had 65 per cent higher conversion rates and more than 210 per cent more revenue was generated from their leads.


Wrapping Up


It’s now time to start taking charge of your company by maintaining consistency and holding your leads at the forefront of your marketing and sales strategy. Note to always make the customer satisfaction paramount to all goals and provide the tools and support the sales and marketing staff need to work together to attract leads, keep guiding them down the funnel and close transactions.


What disputes, if any, exist within the organisation’s marketing and sales departments? How do you try to solve such problems? Which strategies do you use for lead scoring? Would you care to share the comments?