Stop! The Real Fight Is Between Marketing And Sales

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If you are like me, you are excited to Batman and Superman finally on the big screen together.

And, even if the outcome is a little bit never in doubt, it is still a pretty epic concept.

But the real battle that has no end in sight in your business is between your marketing and your sales.

As in, marketing and sales are always fighting a battle that should have a common enemy, but much like Batman and Superman, instead of fighting their common enemy, they end up fighting themselves.

The thing is, the stakes are super high for your business because if you don’t have sales and marketing working together, you are doomed. And, your business’s success can be called into question.

So how do you break down the barrier between sales and marketing and get them teamed up?

1. Set shared outcome based goals:

The tension in the sales and marketing efforts often comes down to short term versus long term.

That’s why setting shared outcome goals for the revenue generating teams in your business is important.

This means not letting the sales team off the hook just because they are making their short term numbers and it means not letting the marketing team off the hook because they are meeting arbitrary goals.

It means setting a clear vision for moving forward and holding both teams accountable.

2. Get the silos out of your business:

In many businesses, the marketing team is off in one part of the world, doing their own thing. While the sales team is off in their part of the world, banging on customers doors and doing their thing.

Unfortunately, that is how things usually stay.

Which leads to the silo mentality that it is us versus them.

Or, worse yet, the situation where both sides aren’t talking.

So it is important that you spend a great deal of time breaking the silo mentality down in your business.

How do you do this?

You are going to need to set those outcome based goals like I said above.

You will want to have marketing and sales in meetings together.

You are going to have them collaborate on projects.

You are going to want to make sure that they are consulting each other.

There are a lot of ways, but the important thing is to make sure that the two departments are mingling.

3. Always Be Conscious:

That was a play on the ABCs of selling, but you need to conscious of the relationships and dynamics of the sales and marketing teams and their business cycles.

This is something that you will need to manage over and over and will always be dealing with in some form.

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