Should Marketing and Sales work together? The short answer is ‘Yes’

Aug 05, 2020

Even today, many companies’ sales and marketing teams operate within some kind of legacy approach, despite the fact that this often provides for a disjointed and sometimes confusing customer approach. At the same time, it’s been proven time and time again that an aligned sales and marketing strategy leads to better results. As more and more companies turn towards a new approach, it’s important to take a look at the key ways they could achieve it: 

Set goals and determine strategies together 

This one seems like a no-brainer, yet it happens very often: marketing and sales departments set their goals and develop strategies to reach them separately. This inevitably leads to a disconnect between salespeople and marketeers which could lead to demotivation and poor results. Working together from the start would make everyone’s job easier: the marketing team can learn from the sales force – as they are the ones who know customers best – and salespeople will be able to have a say in what the overall marketing approach of the company is, as well as what collateral and materials get made in the future.

Create a well-developed customer journey 

With time, the sales and marketing processes within companies have changed drastically – cold calls are no more, while the marketing phase of a customer journey is much longer. Most clients spend significant time researching a certain product or vendor before interacting with a salesperson. Therefore, it’s especially important to create a singular brand experience in order to turn prospects into engaged customers. Software such as Dynamics 365 Marketing is incredibly helpful when it comes to this. It provides a detailed look into every customer journey and opportunities to further personalize it based on real-time insights. 

Make decisions based on real insights 

One of the main advantages provided by software solutions such as Dynamics 365 Marketing is that it supplies professionals with data-driven insights that help them make informed decisions throughout the marketing and sales processes. Not only does this empower employees and improve their performance, but it also helps them generate customer satisfaction. And that brings better results. 

Track mutual KPIs 

One of the reasons why sales and marketing teams sometimes operate at a disconnect is the fact that they’re measured by entirely different metrics. Salespeople’s success is estimated by looking at their closed deals, new accounts, etc. But marketeers are measured by lead quantity, quality and brand awareness. Tracking mutual KPIs would help both teams improve their results by working together towards common goals. 

Are you interested in finding out how Dynamics 365 Sales and Dynamics 365 Marketing can help you improve your company’s approach? Contact us to find out! 

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About the author
Kalina Stamatova
Kalina is a marketing professional specializing in copywriting and content marketing. An avid reader, she also has experience working in advertising and enjoys theater.

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