Who leads who – marketing or sales?
Sales and marketing have a symbiotic relationship. Neither would exist without an element of the other, with marketing helping to drive sales and sales, in turn, helping to inform marketing. Finding the right balance between these two crucial corporate elements is essential for businesses that want to boost profits, increase their market share and build towards a successful future.
However, deciding which department should lead company policy and drive business forward isn’t always easy. Often, both departments are keen to take the lead, with both sales and marketing believing that they are the most important element of a business. So just who should be in the driving seat when it comes to moving your company forward?
Marketing drives sales
One of the main arguments marketing departments put forward is that marketing drives sales. Without a comprehensive marketing strategy, brand awareness would not be increased, sales could stagnate and new and existing customers would never hear about your products or services.
If you have a thorough marketing strategy in place, your marketing team should be continuously working to raise awareness of your products and services, open your brand up to new markets and make your business a household name. Part of this process will inevitably involve contacting customers, with B2B communication especially important when building long lasting business relationships.
Sales know just how to seal the deal
Though marketing teams are great at building links and creating eye-catching campaigns, it’s sales teams that seal the deals and create tangible revenue for the company. If sales teams take the lead in generating leads and cultivating business relationships, they can be better placed to increase sales and boost business. However, without a comprehensive marketing plan to back up their contacts, increased sales could come down to the individual rather than the strategy as a whole.
Informing the customer before first contact
Most new customers will have done their homework long before they get in touch with your company. From researching products and materials, to looking up your competitors and comparing prices, most potential clients only contact suppliers when they are 57%-90% through the buying process.
Your marketing team will be largely responsible for the quality and accessibility of this information. The work that they’ve put into advertising your brand, building an online presence and disseminating information will go a long way towards encouraging customers to get in touch and buy from your business.
Ensuring customers are well informed about products and services before their details are passed on with save the sales team time and energy, allowing them to focus on high quality leads that have a good chance of converting them into real profits.
In an ideal world, sales and marketing teams would work closely together, with each informing the other’s strategies and goals. By ensuring there’s a good level of communication in your business, you can give your sales and marketing teams the best chance of success and help your company to thrive.