Why No One Wins Without Marketing Collaboration

You’ve heard it all before – especially from us: marketing collaboration is a vital part of any business!

But do you really know why? I’m not talking about what you could get out of getting both departments to work together, but the detrimental effects the lack of collaboration is currently having on your business.

Here at CFS, we really understand the importance of marketing collaboration. It’s even in my job description: I am the sales and marketing coordinator. Both departments are so vital and so similar to one another that they can overlap within one job title.

I picture it like this: there is a beautiful, vast river. On each side of this river are the sales river bank and the marketing river bank. To get your company working optimally, you need to bridge these two banks. Thus, you need sales and marketing collaboration.

Without marketing collaboration both departments are suffering from these three things:

1. Wasting time:

Let’s say your marketing team’s job is to generate leads for the sales team. They create content that brings in the viewers, create forms and surveys and other things to track their information, then pass them onto sales. Sales now has a giant bucket of random people that may have done anything from signing up for a webinar to downloading an eBook. Naturally, their first task will be to qualify these leads. That’s when the time wasting factor comes into play.

Because of platforms like HubSpot, marketing should have already been able to qualify the leads automatically based on the mandatory criteria in the forms. This being said, sales does not need to re-qualify the leads. They just need to work with marketing to understand the marketing processes that are happening to help them and their selling. This basic marketing collaboration helps make sure no one is wasting their time. What’s the point of capturing information to qualify the leads if sales is going to do it anyways?

2. Disconnect:

Selling requires marketing. Marketing collaboration occurs when the sales team is using company-branded one-sheets, emails, and other things to sell. This helps both departments in so many ways. The marketing department works tirelessly to establish a brand for the company. When the salespeople use the branded tools not only do they sell more, but they promote the brand. It’s a win-win situation!

3. Frustration:

When people feel like they are doing work that isn’t amounting to anything, they get frustrated. This is not a new concept. However, it’s important to point out that a cause of major frustration across many firms is the lack of sales and marketing collaboration. There is a huge disconnect that occurs (as stated earlier) that is felt by all of the employees involved. This leads to frustration: especially frustration targeted towards one another.

How can a company expect to run optimally if two of the biggest revenue-driving departments are at odds? The answer is that it can’t. Frustration destroys office morale and workplace culture.

A simple lack of marketing collaboration has the power to really turn a business upside down. What did reading this do for you? Did it make you realize that failure of sales and marketing collaboration is affecting the way your employees work? Or maybe you realized how lucky you are that your departments are so well integrated that there are people with the words sales and marketing in the same title!

Have any ideas on how to increase marketing collaboration? Let us know in the comments!

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By | 2017-08-07T13:33:20+00:00 July 26th, 2017|Sales Success|0 Comments

About the Author:

Arianna Miskel is the Marketing and Sales Coordinator at Criteria for Success. She writes about a wide variety of topics including sales leadership, sales training, motivation, and general best practices.

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