On Wednesday, we introduced what we think is the best way to reach 21st century customers, the new sales team. Like many marketers, you might be wondering whether marketing and sales are a natural fit. Digital age or not, some companies have sales and marketing so deeply divided that a fusion of the two just doesn’t seem practical.
We think it’s worth it. Here’s why:
Traditionally, sales and marketing teams haven’t gotten along. The end goals for both are the same, but marketers tend to think the sales team can’t complete a conversion. Likewise, salespeople often believe marketers just don’t understand a good lead. Today’s handoff isn’t as clean, thanks to the new sales funnel. This gives both sides a better understanding of the other.
Reports in recent years indicated exponential growth for inside sales positions, resulting in diminished field sales teams. Though the internet and social media have changed the landscape even since 2009, inside sales paved the way for the new sales team through its emphasis on remote and cost-effective selling.
Today’s most successful companies are thinking ahead of the customer. They have mastered the art of social media engagement and often employ sales and marketing switch-hitters. This approach makes sense. Building an integrated team ensures that at every step in the sales cycle, the people interacting with customers know exactly how to proceed. Nothing slips through the cracks when the whole cycle rests in the hands of one team that is deeply informed.
Image via (cc) Jakob Montrasio
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