Which came first: the chicken or the egg? I know this initial question is a cliché, but it can help you understand why marketing and sales should work together.
But who supports whom? Does marketing support sales teams or does sales follow marketing's lead?
Honestly, the challenge is not in the origin or in “who is in charge”. The chicken needs the egg to continue to exist and the egg needs the chicken to exist.
And the same goes for the relationship between marketing and sales. Alone, these areas don't mean much. Together, they mean almost everything.
It seems obvious, right? Well, despite this, as a report by RD Station shows, only 61% of companies consider these areas to be close and only 38% hold regular meetings.
Why is the convergence between marketing and sales so dominican republic whatsapp data important?
The challenges we face in the world today point to the need for convergence between themes that, for a long time, were considered paradoxical. In other words, the need to break paradigms is urgent and, when we talk about business, humanizing the relationship between brands and people is essential.
Digital transformation is putting an end to the role of salespeople who collect orders. After all, it no longer makes sense to pay commission to someone who only delivers to the customer what they already know they want. Everything that involves transactions tends to migrate to digital.
And this is where marketing takes on a greater role, by generating value, educating the customer and guiding them on their purchasing journey.
On the other hand, consultative selling, still so acclaimed today, becomes the bare minimum necessary to justify the existence of a person in the process. No one needs a “salesperson”, people need experts, guides, people capable of guiding them in their decision-making, who understand their needs and suggest the best alternatives.
In fact, generally speaking, everything is a promise: marketing makes promises to a specific market niche, while sales professionals make promises to a specific person.
Marketing and sales professionals exist to make things better
If there is a way to improve things, then we have a marketing problem.
But if someone needs to recognize that the effort to improve things is worth the effort to change, then we are faced with a sales problem.
Maximum performance occurs when these areas work together. When potential is recognized and the appropriate effort is made. That's when convergence generates power!
Many studies show data on emotions and purchasing behavior. For example, a person makes about 30,000 decisions per day, but 95% of them are based on emotions and/or intuition, which tends to generate the famous “regret rate”.
And while techniques and more techniques (marketing and sales) are created to take advantage of this opportunity, the “regret rate” is not measured.
And so we come to an important point: satisfaction makes the customer buy. Success makes the customer come back, repurchase and recommend.
Marketing and sales must work together to generate satisfaction during the process and success for the customer. Therefore, several indicators must be taken into account. Not “just” turnover, but also the average ticket (average sales value per customer), numerical and weighted distribution, purchase frequency, profitability… the legacy.
Thus: marketing gives voice to the purpose and sales puts the purpose into motion.