Are You Making These Mistakes

When Working With Sales?

We marketers get so excited about creating demand among end users - or get so busy putting out daily fires - that we sometimes forget to nurture one of our most important internal working relationships. That relationship being the one with "Sales."

A recent survey among Sales and Marketing managers shows that only 13% believe that their relationship is "great - at least most of the time." The remaining 87% believe everything from "we're on the same page, but it could always be improved" to "they're on another planet".

So what could we do as managers and marketers to improve this relationship, and consequently, the bottom-line results for our businesses?

Check out three common complaints Sales has with "Marketing" below and make appropriate changes in your business.

Complaint #1

Creating collateral materials that are not very useful. 31% of the Sales respondents complain that their company's selling materials are generally more "brand" oriented and "outdated" by the time they get them in the field. Sales folks typically prefer materials that help them demonstrate key selling benefits when they are sitting across from the buyer.

Not sure what those benefits are? Ask a few Sales Team members if you can accompany them on some calls. The answer will be right in front of your eyes!

TIP: For quicker turnaround on selling materials, create several pieces at once and distribute to Sales on a tight, yet staggered, schedule.

Complaint #2

Not always keeping Sales "in the loop." 43% of Sales folks surveyed believe that Marketing could do more to inform them about upcoming campaigns and promotions so that they could better plan their work and so they don't feel they are being caught off-guard.

Keeping Sales informed can be as simple as sending regular broadcast e-mails or voicemails.

TIP: Ask them for their input on the information you're sending. You never know what they may have heard in the field that would be of benefit to you. Open up those lines of communication and reap the rewards of this simple approach.

Complaint # 3 below.....

Complaint #3

Not qualifying leads. 40% of the sales respondents state that the quality of leads that are passed along to them from Marketing need to be better researched and qualified. They also feel that a lead rating system jointly designed by Sales and Marketing would be helpful in ultimately closing more business.

TIP: Ask Sales if a better lead rating system should be developed for your company and ask them to estimate quantified sales gains or improved productivity if such a system were in place.

If you like what you hear, assign a few Sales and Marketing folks to work together to build such a system. Be sure to include other functions in the organization (like IT and Customer Service) to ensure the system is easy and accessible.

Solution

We marketers know that if we do our "demand creation" job well, then we will see an increase in the bottom line. We also need to consider what the larger impact would be if we addressed the three issues above as well.

The more efficiently Sales and Marketing can work together, the more positive results the company will see.

Need help understanding how real these - or other issues - are for YOUR Sales folks? Give me a call - I've got a few ways to help you assess and address them in 2005.

Remember, Mosaic creates customers for business-to-business companies through specific project work, on-going retainer assignments or marketing coaching sessions.

Until next time.....

Rosemary Walter
847-483-5018
Rose1Walter@MosaicMM.com

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© 2005 Rosemary Walter, all rights reserved. You are free to use material from Mosaic's Monthly Marketing Tips in whole or in part, as long as you include complete attribution, including a live website link. Please also notify me where the material will appear. The attribution should read:

"By Rosemary Walter of Mosaic Marketing Management, Inc. Please visit Rosemary's web site at http://www.MosaicMM.com for additional marketing articles and resources on marketing for business to business companies."