How to work with smart marketing and its importance in the growth of your business.
Year after year, companies lose thousands of businesses and huge amounts of money not because of performance or “bad luck,” but because of poor communication and poor organization. A company that is not organized is like a group of people trying to understand each other by speaking different languages.
In this sense, one of the biggest communication gaps in all types of organizations is between marketing and sales teams, and many companies wonder how to get them to work in an aligned manner. Here are some key points.
How to combine marketing and sales efforts
Generally, those potential clients who go around in circles trying to close a deal, those who don't seem to want to or always have excuses for not getting started, are businesses that may not be a good fit for your client base. For one, they may not be able to afford your work, they may not believe in your product or they may not be ready to implement your philosophy.
In any of these situations, the problem is not the client, but the organization of your own areas: marketing and sales collaborators do not have the same foundations, the same ideas, the same parameters to manage their work. The deficiency is in the management of leads and in their qualification: it is likely that, in a scenario like the one in the previous paragraph, the best croatia phone number potential clients are not being properly highlighted and there is misinformation between both sectors.
The process of bringing these teams together is called smarketing , precisely because it has a “sales” and a “marketing” component. Now let’s look at three keys to achieving this readjustment.
1. Optimization of information processes
Data is the most important thing for marketing and sales teams to do their jobs. Without information about each customer, their stage in the sales funnel, their contact methods, and their interests, you may end up with a game of telephone that makes it impossible to do the right job.
To do this, there are CRM systems such as HubSpot or SalesForce that allow you to have a contact database, from the information to be able to communicate with those people to their position within the business funnel. Using this system will allow the basic data to be unified for work, avoiding communication problems. A single database, updated for all teams.
2. Define a unified process with clear foundations
Within any process for a company to make a contract or purchase of what we offer, there are different stages, categories to go through and ways to direct and qualify the businesses that come into contact. However, this aspect, which seems so natural, can be complicated when trying to organize between two teams that look at different sides. Let's suppose that the marketing team defines certain stages for a contact, in order to qualify it in some way so that after their work the business is derived to the sales area. Now, if the commercial area has other bases to categorize and work with leads, it is likely that some area of the contact is not considered, or at least they focus on the wrong potential clients.
This is resolved by reestablishing the parameters and stages of the purchasing or contracting process in a unified manner in order to identify the contacts that are really important and appropriate for the company. When does a contact stop being the job of the marketing department and become the job of sales? What different types of leads are there? How are they communicated? What jobs to be done are required for each contact and at each stage? What stages of the life cycle exist? Etc.