Dividing the responsibility between Sales and Marketing in influencing revenue

#1. Causes of disconnection between Sales and Marketing

#1.1. Differences in KPIs and goals

Marketing is often busy with the task of driving traffic, increasing likes and shares, and attracting leads, measuring success through numbers such as website traffic, social media engagement rates, or the number of leads. But for Sales, they are not very excited, those beautiful numbers are meaningless if they do not close the order. They just care: "Where's the lead? Can you close it?" Sales' KPIs revolve around the number of successful orders, close rates, and weekly revenue. While Marketing dreams of a long-term brand, Sales only needs quality leads and as quickly as possible.

When Marketing focuses on "quantity" and Sales needs "quality", the two seem to be playing two different hands on the same revenue table. Example:

• Marketing sent in hundreds of leads from a super viral campaign, but Sales called a few times and didn't get a response.

• In contrast, Sales requires campaigns that target customers who are ready to buy right away, but Marketing thinks that this is too "short-term" to build a brand.

Sales and marketing differ in KPIs and goals that lead to disconnection

#1.2. Lack of customer information

Sales is in direct contact with customers, understanding their needs, challenges, and wants – this is the treasure that helps Marketing build a "right and right" message. But when Sales doesn't share this insight, Marketing has to rely on quantitative data such as traffic or the number of leads, resulting in a message that lacks focus, doesn't touch actual needs, and wastes resources.

• Sales are people who are in direct contact with customers, understanding their challenges, expectations, and concerns during the purchase process.

• Marketing needs these insights to optimize content and campaigns, ensuring that the message conveys the actual needs of customers.

#1.3. Good marketing campaign but sales not meeting the target

Do you find this paradox familiar? Marketing campaigns are praised in all words: traffic skyrockets, leads rush in, but revenue is nowhere to be seen. What is the cause? It is Marketing and Sales that are "out of phase" in orienting target customers.

Where is the problem?

• Marketing is aimed at the wrong group of customers, or the message is not strong enough to drive the purchase action. Result? There are a lot of leads, but they are all people who "fill out forms for fun."

• Marketing is aimed at a more "fastidious" group of customers, while the sales team lacks the tools or skills to close deals with this group.

• When each party pursues its own metrics (Marketing counting leads, Sales counting orders), there is no unified revenue target, which easily leads to Marketing optimizing the number of leads but forgetting that quality is the decisive factor.

Marketing "wins" on the brand front, but does not support the sales team to close deals effectively. The sales team is reeling from leads with no potential, leading to declining revenue and deepening conflicts.

#2. The relationship between Sales and Marketing plays an important role in businesses

Think of the business as a bicycle. Sales is the rear wheel that provides propulsion, while Marketing is the front wheel that is oriented. If the two wheels are not at the same speed, the car will wobble and cannot go far. Therefore, the smooth coordination between Sales and Marketing is a vital factor to help businesses achieve sustainable growth.

The relationship between sales and marketing plays an important role

#Target customers

When Sales and Marketing go hand in hand, leads are more accurately categorized based on behavior, interests, and needs. Marketing attracts quality leads, while Sales focuses on conversion, helping to optimize sales opportunities and increase closing rates.

#Shorten the customer journey

When Marketing provides the right content and Sales follows by consulting with the right focus, the customer journey from "interested" to "close" is significantly shortened. Automation tools like CRM will ensure this goes smoothly and doesn't miss any opportunities.

#Understanding the customer as understanding the

Common Data System itself helps both departments to have insight into the customer. Marketing knows what customers need to design the right campaign, and Sales knows what customers want to persuade more effectively.

#3. Building a culture of cooperation and training between Sales and Marketing

If Sales and Marketing are two teams, then the culture of collaboration and continuous training is the "head coach" that helps them work together to score revenue. Let's take a look at the important strategies to create an undefeated "squad"!

#3.1. Create an open communication environment

Communication is the foundation of any collaboration. Businesses need to create a space for the two departments to chat openly and frequently.

• Periodic meetings: Sales and Marketing should have joint meetings to share progress, feedback from customers, and adjust strategies.

• Encourage daily communication: Maintain constant communication to ensure that neither party is "left out" when changes or issues arise.

Create an open communication environment between Sales and Marketing

#3.2. Resource Sharing

To work together effectively, Sales and Marketing need to support each other by sharing the necessary information and tools.

• Marketing Materials: Communication messages, market research reports, and promotional materials need to be updated so that Sales can use them effectively when reaching customers.

• Sales Sharing Insights: Feedback from actual customers, market trends, and difficulties in the closing process are the golden data that helps Marketing adjust "right and right" campaigns.

#3.3. Continuous training

Training not only improves skills but also helps Sales and Marketing better understand each other's roles.

Skills to be trained:

• Sales: Analyze data and understand market strategy from Marketing.

• Marketing: Understand sales skills and actual customer needs.

• Cross-learning: Allow sales to participate in marketing campaigns and marketing to participate in sales' customer consultation sessions so that the two parties understand each other better.

#3.4. Focus on customers

All activities must revolve around the customer to ensure the most effective coordination.

• Listen to the customer's voice: Sales is the one who directly collects feedback, while Marketing will use this data to improve the message.

• Synchronize customer experience: Ensure consistent messaging from when customers approach through marketing campaigns to close orders and after-sales service.

Revenue is not only the sole responsibility of Sales or Marketing but the result of effective coordination between both departments. Each party plays an integral role in the business process: Marketing creates opportunities, and Sales turns opportunities into actual revenue.

Therefore, instead of arguing or blaming, it is important to develop a clear method for delineating responsibilities and recognizing the contributions of each department. When both Sales and Marketing work together towards a common goal, businesses not only grow sustainably but also create a harmonious and effective working environment.