Let’s break down the sales and marketing silos

Tradition has dictated that sales and marketing departments have their own distinct functions and rarely the twain shall meet. But the wall between them has never made much sense.

Imagine if, as a marketer, you had direct access to your customers. You could chat to them about their needs and goals, find out how they use your products or services, and get to know how they prefer to communicate. Wouldn’t that make your job a whole lot easier?

The thing is – your sales team knows all those things. They’re deeply familiar with the critical conversion process of the sales journey. They know what makes your customers tick. They know what problems they’re looking to solve. And they probably know what customers love (or resist) about your product.

Your best salespeople are highly skilled in forging the human-to-human connections strong business relationships are built on. Working alongside them is not only the best way to map the sales conversion process – it’s also the best way to simplify and humanise your entire customer journey. It’s time to break down the silos. Let’s connect sales to marketing, and both of them to the ultimate goal of your marketing strategy – generating more revenue by meeting customer needs.

To map out your customer journey, you need to start by understanding your business strategy, vision and values and, crucially, the people you’re selling to. We do this during the ‘Discover’ stage of our Design Intelligence process by talking to sales teams (and often sales trainers or consultants). They are, after all, the end users of the sales tools we’ll end up creating, but their insights can also be more revealing than any marketing brief. When you layer in the competitor landscape and then the perspective of some customers, the true picture of your customer journey can be quite revealing.  Then we’ll draw on the expertise and insight of your sales teams again to understand where the friction is at every stage – so we can create the tools that to support those sales conversations and guide customers through the process.

The result? Whether your process is high touch one on one conversations or supported by automated emails at scale, customers will have a better experience. Your sales teams will feel more confident using the tools you provide them (and they will use them – rather than letting those flyers gather dust in the stationery cupboard). And you’ll see a measurable return on the investment in your marketing.  

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