10 suggestions to help marketers build bridges

This dislocation between sales and marketing is caused by a variety of factors, different words, inconsistent indicators and long-standing mistrust. They are always across the gap between misunderstanding and tension.

Regardless of the cause, sales and marketing are set to rival each other. Sales people think marketers are irresponsible and irrelevant; marketers think salespeople are arrogant and lazy. Salespeople say they never get useful information from marketers, who say salespeople ignore the contributions they make. What they need is "couples therapy."

What else can we do besides complaining? The following 10 suggestions can help marketers start building bridges across the gap.

1. It is futile to wait for sales to change. They are what they are. If there are problems with marketing, as marketers, we have to find a solution. So we have to be proactive and make some changes.

2. Read the sales plan. If we are partners in the sales department, we need to know their goals. Our goal is to reflect the sales target.

3. Let the vague things become clear. Treat each communication as an investment – measure, calibrate, test, and then seek formal improvement in the final phase.

4. Plan together. Although you don't always have to sing Kumbaya (a song that praises Unity), at all stages of marketing you have to call the sales team to understand their needs.

5. Listen to sales advice, but don't let them at their mercy. Some delegates may say that you want to copy every email you make to your customer exchange. You have to find a compromise-both reasonable and satisfying for the needs of the sales reps. Sending a message to a customer on behalf of a customer is a solution.

6. No longer qualified sales leads. You must work with the sales team to define the criteria for measuring sales leads, and only those that clearly meet the predetermined conditions.

7. The sales remuneration package should include incentives to follow up on sales leads and penalties for ignoring sales leads.

8. Obtain the support of senior management. They also regard the sales department as a cost center. Show them the numbers.

9. Be cautious when declaring results. When you boast that your marketing plan promotes sales, you are likely to experience a decline in sales. It's best to build on the actual metrics and then let the revenue speak for sales, at least when you're in public.

10. Regular meetings with major sales representatives and sales managers. Ask them what the main challenges are, then brainstorm and think about how you can help them. Finally, fulfill your promise.

Does this annoy you so much that you have to be made to change by marketers! But I think it's worth it. Think about how complex and fun business-to-business marketing is. Every customer has great value. It's a wonderful feeling, especially when the sales team pats you on the back for approval.