Two parts of businesses that serve the same goal vary by their means. Marketing and sales are like ying and yang. What marketing values, sales undermines. When sales sail east, marketing sails west. This is the everlasting struggle among the two business units tasked to find and attain customers. This divergence takes place at the crossroad where companies monetize efforts. This divergence harms marketing in ways unbeknown to most marketers.
1- Without sales, marketing is swimming aimlessly
Marketing views the market from a distance. Sales feel it from the inside. Problems occur when these views don’t match, as marketing will have the shorter end of the stick; Sales people can wing their way to attain their goals, while marketing has only one chance of devising a story. Regardless of the attempts to reach the customer personally, if they don’t buy the story, they shall discard it and move on. Until marketing can learn how to hit the bull’s-eye, they will keep drumming music to deaf ears.
2. Marketing is the real captain of the ship
As sales aims to strike deals, and marketing aims to find leads, the efficacy of marketing is determined by the deals that are ultimately struck. If the sales team is brushing marketing leads under the rug, it’s not a matter of sloth it’s a matter of unread value. What makes it worse for marketing is when sales is right. This could be mitigated with marketing automation, but that requires a mindset change first. Nevertheless, a remedy is needed. Sales need to understand the value of leads, or marketing needs to pump up better ones. When leads are undervalued, deals are lost, and marketing takes the hit. The divergence grows.
3- Sales feedback provides a clearer view
The feedback from sales rectifies the way in which marketing finds better leads. Without a strong relationship between the two, the feedback suffers. When sales personnel don’t monetize leads, marketers don’t self evaluate, but rather blame the salespeople. This leads to almost ripe leads to be viewed as a waste of time by salespeople. The learning loop is broken, and a monetary opportunity is lost
4- Unimproved performance leads to loss
When the rift between the two becomes the norm, not the exception, bad decisions are bound to happen. Marketing won’t shape up their game, deals will continue to be lost by sales, and the war of pointed fingers resumes, straining inter-colleague relations. The two departments that are meant to co-operate, end up warring. More often than not, the lack of improvement due to this rift becomes accepted to an extent that its absence is considered an exception. Fortunately, all it takes to bridge the gap is having people on the team who can walk in the other’s shoes, understand the drain this rift causes, and want to eliminate it.