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To the disservice of both, marketing and sales teams are too often
siloed, treated as wholly separate entities with separate concerns and goals.
Sometimes, there’s even a little antagonism among departments, with each side insisting on its own supreme importance. According to Harvard Business Review, the rift between sales and marketing is such that a concerning 87% of respondents polled in both sales and marketing thought negatively of the other side. Amusingly, salespeople used terms like “paper pushers” to describe marketers, and marketers used terms like “cowboys” to describe salespeople.
However, are the goals of these two opposing factions really all
that different? In both cases, the overall wellbeing of the company, and the
acquisition of new business are the end goals – so why not work together?
Defining
Sales and Marketing
It might be helpful to begin by defining the two teams (beyond
“pencil pushers” and “cowboys” that is). Marketing looks at the company and its
products/services holistically, aiming to expand awareness of the brand through
various strategies (content marketing, social media marketing, inbound
marketing, among others). Whatever the strategy, marketing’s goal is to produce
leads for the sales team.
The sales team, in turn, takes these leads and moves them through
the sales pipeline, qualifying the leads, validating them into sales
opportunities and then attempting to close them. Sales focuses more on direct,
one-to-one communication than marketing does; sales requires more of a human
touch.
Seems like both disciplines are part of the same general process,
right?
How
Marketing and Sales Departments Can Work Together
A common gripe from the marketing department is that the sales
team lets hard-earned lead… Read More
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