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One of the biggest problems we hear of in companies is that there is often a gap between marketing sales. The two departments sit in their silos, performing their functions independent of one another. In a company where sales are good, it doesn’t seem like an issue. However, when sales are bad, the issues between keeping the two departments separate really arise.<\/p>\n
We have found that this is a problem that a Fractional CMO can solve – they can bridge the gap between the two departments in order to improve lead generation and sales. Here are some of our thoughts:<\/p>\n
When the two departments don’t communicate well, it’s always a problem. In a company where there are plenty of sales regardless, bridging the gap between the two departments can make things even better. In companies where sales are poor, bridging the gap can get the company out of a hole.<\/p>\n
We have a client who had this very problem. Marketing generated about 80% of the total leads the company brought in, but sales did absolutely nothing with them. They were warm leads, which means that all sales had to do was follow up and the sale would have dropped in their laps. Instead, they didn’t do it and no one knows why. Perhaps it was ego. Maybe they were lazy. Now, the company is taking measures to solve this problem so as to hopefully have a better year next year.<\/p>\n
A good Fractional CMO knows that both departments can absolutely help each other. When the two departments communicate well, magic can happen. For example, sales can give marketing insights on the sales cycle, interactions with potential customers, pain points, objections, and more. Marketing can use this information when creating content.<\/p>\n
For example, if sales is seeing that potential customers keep raising the same objections, marking can release some content that will help the sales team do its job a lot better. This would be a missed opportunity if the two departments didn’t communicate.<\/p>\n
In the reverse, marketing can really assist with the lead generation process. Many sales team members prefer to prospect and nature their own leads. While this is a vital part of being in sales, the leads marketing generates are also valuable. The marking process had already nurtured them, which means the leads are pretty warm. All sales has to do is follow up and potentially make the sale.<\/p>\n
A Fractional CMO with a lot of experience knows how important this is. He or she also knows what to do in order to make the sales team stronger. Since it isn’t the natural impulse of sales and marketing to work together, it’s up to the Fractional CMO to put systems in place that will improve communication between the two.<\/p>\n
These efforts will make both departments stronger, but sales will especially benefit. After learning how beneficial it is to communicate better with marketing, they will realize that it can make their lives so much easier.<\/p>\n