B2B Marketing Ideas: Stop the Marketing & Sales Blame Game
For decades, I’ve observed a detrimental pattern in many businesses-the blame game between sales and marketing. Marketing points fingers at sales for not converting leads, while sales accuses marketing of providing unqualified leads. This cycle of blame typically kicks off when goals aren’t met, leading to a stagnation in business growth. It’s a problem that can’t be ignored, as it directly impacts the bottom line. However, it’s a problem that can be solved, and when it is, the focus can shift from blame to boosting sales.
Roles in the Game
Understanding the roles of the marketing and sales teams is not just essential, it’s empowering. Marketing, with sales input, develops the strategy, implements the lead generation campaign, gathers the leads, and creates the marketing material. Sales then take the leads through the sales program to the closed sale. These roles, while they may seem straightforward, can get complex once a lead is in the sales funnel. But with this understanding, you’re equipped to navigate these complexities and drive success.
Rules to the Game
Setting clear rules is not just a suggestion, it’s a necessity to avoid the blame game between sales and marketing. When everyone understands and agrees with these rules, it provides a sense of reassurance and control. Defining each team’s goals and responsibilities makes it simple to know where accountability lies and easier to evaluate the performance of the marketing and sales teams. Marketing should be held accountable for the strategy that builds a company’s brand, generates preliminary qualified leads, and creates program material. Sales is accountable for further qualifying and nurturing leads through the sales process to win new business.
Follow a Game Plan
Following a coordinated game plan is key to maintaining contact with leads without overwhelming them. Sales and marketing efforts can overlap when it comes to maintaining contact with leads, which can lead to bombarding the prospect. To avoid this, a well-coordinated plan is necessary. Marketing should start a “keep in contact” campaign to maintain regular contact with leads who are not ready to purchase. The channels could involve scheduled e-bulletins, social media, or direct mail. When the sales team has the leads, the sales process starts with initial personal contact, analysis, presentations, quotes, and closing the sale. These marketing and sales efforts must be coordinated, and a schedule must be followed to avoid annoying potential customers. This coordination not only prevents overwhelming prospects but also makes your team feel organized and efficient.