How I ended a stalemate between a marketing director and a sales director

Now let’s get it straight from the outset. I am no crusader in the domain between sales and marketing professionals.

It’s just our business operates in this sensitive field and on an isolated occasion just earlier this month, I attended the offices of a rather large industrial company in Sydney for what I thought would be a simple meet and greet.

You know the type of follow up; a semi-casual appointment you tend to organise after meeting someone at a business event because he or she identified our outsourced services as a major potential benefit for them.

However, when I get there, I find this company suffers similar to most. It has that silent, destructive circumstance which is all but impossible to spot from inside the fishbowl.

Marketing Manager is disappointed the sales team shows a poor conversion rate from the high number of leads it procures.

Sales Manager is concerned about staff feedback that the leads are of poor quality and in some ways are demoralising her salesforce.

One could spend a day defining all the distinct factors causing this chasm between what effectively are members of the same company. But what we can do is take a step back and see it for what it is.

The Marketing Manager is suffering overload (click here for an informative free e-book on this matter) and the Sales Manager is missing targets for one underlying reason: they are not on the same page.

Two completely different systems were running Sales and Marketing respectively.

CRM and softwares don’t propertly talk to one another, integration is poor, double handling is rife, and the ultimate back breaker is there is no real scope to collect data to maximise what should be a seamless, streamlined effort between the two teams.

So then, you have worked out the real problem? They don’t operate as one!

Your own business is quite likely in this space right now but you may not clearly see it.

If you have 5 minutes, feel free to download our free ebook below. It won’t cost a cent but may just ask the right question to change your perspective on how much easier it could be.