When Sales and Marketing Play Nice, Everyone Has Fun

by Cindy Moen

Some of the most successful – and fun – client relationships we have at Edge Marketing are the ones in which we, the marketing experts, work directly with the sales lead at our clients’ companies. As marketers, it is our job to know the legal tech audience better than anyone else and, when we work directly with sales, we can give them exactly what they need to engage their target audience.

Aligning the goals of the sales and marketing departments sounds simple and obvious, and yet many companies just do not do it. Often, the reason is either structural or traditional: these are – or have always been – two separate functions, and the CEO has never held either accountable for being synced.

You might be saying to yourself, “Why bother?” From our experience, when sales and marketing are aligned, salespeople have better leads to work with, and marketing is able to prove return on investment. Still not convinced? According to the TAS Group, companies whose sales and marketing department goals line up have 36 percent higher customer retention rates and 38 percent higher sales win rates.

A new year is coming and if your sales and marketing functions are not yet working in tandem, now is the best time to start. Here are a few ideas to help your organization move forward.

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