Integrating the two departments greatly boosts the efficacy of both-and often requires only a few changes in the relationship between the two. We’ll discuss just a few of the ways you can immediately begin the integration of sales and marketing.
Establish a Service Level Agreement Between Sales and Marketing
- In this context, a service-level agreement (SLA) clarifies and delineates team commitments. It establishes areas each team should be focusing and the goals each team should be meeting to uphold the joint effort between the two, such as successful follow-up of leads by the sales team and proper generation of qualified leads by the marketing team.
- Without such an agreement, teams can work at cross-purposes by focusing on different sales streams or lose efficiency by overlapping-a sales team backed by a marketing team generating a high volume of qualified leads does not need to focus time on lead generation.
- Proper marketing waterfall analytics integrated to inside sales and field sales processes become very important here, as you must be able to view data across every stage of the customer buying process and implement standards and goals into the SLA that match to the analytics. Expectations without a firm backing by data can only lead to team friction and failures. This leads directly into item number two.
Maintain an Integrated and Detailed Customer Relationship Management Program
» Read more: Three Sales and Marketing Integration Tips You Can Use Right Now