How Marketing and Sales Leads Should Be Used in a Company
Forward thinking companies have gone over the bickering between “sales” and “marketing.” This conflict is seen when marketing accuses sales of not following up the leads that they are bringing in and therefore their efforts are wasted, while sales tries to follow the strategy of marketing but they feel that marketing is providing too many leads that do not hold a real buyers, since marketing is placing a wise area of coverage. This bickering results in the slow growth of the company. And worse, the effect that it brings in, is an unresolved situation where real leads will many times fall into the crack.
Bridging this breach between “sale’s leads” and “marketing leads”- recognized as the most important contribution that will mitigated this departure is one thing. But adopting this kind of solution in our olden platform where the company has the supremacy is difficult because only certain products and service are up for grabs, as compared to our present day paradigm shift where the customer – here and now, are the master; since there are already numerous choices and solutions that are available to a particular need. What is actually happening in the old platform is that the marketing personnel is constantly seeking new sources of leads, and crafting messages to strike peoples’ interest in the company’s particular product and services from as many places as possible while sales, who are trained to advertise the great features that the company’s products bring, looks for ways to enforce what the marketing department has initiated. You can see clearly that the two departments have two different strategies, the marketing is more of an experimental frame of mind, whiles the sales department constantly hunts for more features so that they can close the sale. There is no coordination between these two functions.
Today, marketing, in the platform that appeals to a potential customer, by creating an indirect benefit so as to draw only those who are potential buyers of a particular company product or service, can acquire leads that come from various sources or activities. And this is often paired with lead management, who now takes it into their hands to characterize each potential customer and then use these inputs by subjecting them to a multiple sales stages in order to arrive to a final juncture where sales is finally transacted. It is in this context that sales and marketing are working in accord. You can get your sales and marketing teams work in one accord if you use a leading-edge customer relation management solution.