20 October 2021 0:00
How to Make Marketing and Sales Friends: 3 Steps to Effective WorkStanislav Petetsky
Head of the sales group for integrated solutions MANGO OFFICE
Content:
Why do they argue at all if there is a KPI
Why they need to be friendsHow to do it: three phone number database steps to friendship between marketing and salesWorking together is important
The economic crisis, the uncertainty associated with the pandemic, and high competition in the market — it is increasingly difficult for businesses to increase profits. In difficult conditions, it is important for the entire team to work as one. But in practice, the opposite is often the case. There is no unified strategy, and departments, like a swan, a crayfish, and a pike, are each pulling the blanket over themselves.
A classic example is the dispute between marketing and sales. At first glance, the goals of the two departments are the same: to increase sales and generate revenue. But in reality, these two camps often cannot cooperate. Instead of a common strategy, there are mutual accusations and claims of poor performance.
“Look at how many clients have contacted you,” say marketers. “And look at the conversion rate of these clients,” replies the sales team. “You are building the funnel incorrectly.” — “And you don’t know how to sell.”
Why are they arguing at all if there is a KPI?
For effective work, it is not enough to simply count the number of leads or conversion. It is important to use numbers correctly in the strategy. To understand what conclusions can be made based on the indicators, how to apply knowledge in practice. Cloud solutions help
to understand the effectiveness of marketing and build an effective strategy. These are business communications tools that cover several areas at once: marketing, sales, service.
With the help of cloud solutions, you can set up intelligent call management, monitor the quality of managers' work, analyze the effectiveness of marketing. And including the formation of the right strategy, in which marketing and sales will begin to be friends and work as a single team.
Why they need to be friends
According to a Criteo study , 48% of marketers in Russia are confident that budgets for marketing and omnichannel strategies will grow. But the companies' profits are the opposite.
In 2020, a record was set for lost profits: revenues of Russian companies decreased. According to FinExpertiza, in 2020, a record was broken for lost profits: 23.5% less than last year. This is a record collapse in the last 12 years.
A stalemate - the company spends more and more, but earns less. To get out of it, two key functions - marketing, responsible for the budget, and sales, involved in generating profits - need to come to an agreement.
How to Do It: Three Steps to a Marketing-Sales Friendship
Step 1: Help Marketing: Weed Out Untargeted Leads
How to: Use Call Tracking and End-to-End Analytics 100%
The main conflict — “you bring bad leads — and you don’t know how to sell” — is resolved by using call tracking and end-to-end analytics .
When marketing connects call tracking and studies an advertising campaign in terms of dozens of different indicators, the picture becomes different. For example, MANGO OFFICE call tracking allows you to automatically collect reports with the necessary data — expenses, sales, ROMI, ROI, LTV, CPC, CPL. This helps to quickly assess the quality of advertising campaigns and redistribute the budget, not invest it in low-conversion channels and cut off non-target leads.
Call tracking is also an effective tool against non-target leads that appear due to click fraud. If call tracking data shows that a lot of “empty” applications come through a certain channel, and the budget for advertising launched the day before is “eaten up” by the morning, most likely, we are talking about an attack. And this is a reason to abandon any disputes and go together to the security department with a request for anti-spam.
Marketer's Marketplace
We give discounts and promo codes for popular Internet marketing services, contractor services in Digital and training
Step 2. Help sales: think through a call distribution scheme
How to: Connect Sales Analytics
Based on cloud data, marketing and sales can adjust the request processing routes to advertising activities. The MANGO OFFICE Sales Analytics report helps evaluate the performance of each employee: the number of missed calls, the wait time on the line, the quality of each call.
For example, according to the report, manager Petr processes requests from the website better than others and is well versed in product #1. And his colleague Nikolai, on the contrary, is the star of incoming calls and product #2.
The task of marketing and sales is to set up routing during the next advertising campaign so that requests from the website go to Petr, and calls go to Nikolai. Requests will fall into the target groups of sellers, and such tactics will help seriously pump up conversion. But this stage is impossible without the next step...
Step 3. Help everyone: keep sales informed about the work of the marketing department and analyze the results
How to: Establish Communications Within a Company
Even the most advanced cloud tools are powerless if teams do not communicate with each other. For effective collaboration, it is critical to plan marketing activities together with the sales department. And after completion, jointly analyze the results.
Statistics on the results of sales work can become a real insight for marketers. Analytics and cloud data will clearly show what stages of sales exist, where conversion is lagging and how marketing can improve the situation. For example, launch a separate activity for "warm clients" who never made it to the purchase.
Working together is important
According to statistics, the average inflation for 4 advertising channels Yandex Direct (Search and YAN), Google Ads (Search and KMS) in 2021 was 32.84%. A third of the companies' advertising budget simply melted into thin air. The cost per click will continue to grow: according to the forecast, in 2022, companies will have to budget another 20-25% of their budget for inflation.
In this situation, mutual support is very important. For marketers, it is critical to correctly allocate the budget in order to bring the most targeted clients to the company. For sales, it is to increase conversion so that the profit allows launching a new round of advertising activities.
Much depends on the team itself and the willingness to meet halfway. But it is easier to find a common language if the process is organized. Organizing it is not difficult:
Connect call tracking and set up end-to-end analytics.
Implement sales analytics into your work .
Set up optimal request processing schemes using cloud telephony.
Stay in touch at the office and at home, call colleagues and employees for free .
Take the first step — MANGO OFFICE specialists are ready to help with connecting and setting up tools. We give new clients 2 months of free call tracking! Details of the promotion — follow the link .
