How many times have you heard this dialogue or have experienced it yourself?
Sales Manager: "Give me good leads. The leads which you gave are not good. How can my team sell?"
Marketing Manager: "You have got good leads. Your guys are not able to close those!"
Well, gone are the days when companies and managers could afford to be in the middle of such discussions. In today's active online world, it is no more lead generation, handover and closure with separate stakeholders from marketing and sales for each task. Today, buyers rely more on online reputation, social media and sites than just what the sales people tell them.
Smart organizations thrive on creating a culture where the marketing and sales people work together hand in hand to facilitate faster closure. It's no more about only "leads". Free content is what drives the action. Marketing and sales need to work together in creating valid content for each step in the sales process and facilitate easier evaluation of the offerings throughout the sales cycle.
In fact, in case of complex sales, which involve multiple decision makers and have long sales cycles, social media can play a very important role. A well managed social reputation can in fact shorten the sales cycle. It can help the buyers in making more informed decisions and can also help sales people in bringing people into the top of the sales funnel.
What is your sales and marketing strategy?