Making Sales 2.0 work – Sales and Marketing Can’t Just Date, They Have to Get Married

Often, the relationship between Sales and Marketing is strained.  However the two bedfellows have to cohabitate and are mutually dependent on each other doing a good job for the overall success of the company.  Sometimes Sales likes to think that Marketing is wasteful and doesn’t understand the pressures of Sales.  Sometimes Marketing likes to think Sales is demanding without having an open ear and are not willing to be held accountable for managing quality leads and being process oriented.  It sounds like the tale of an old married couple.

There is some truth to the above challenges and the myriad of others I chose not to mention.  However, with the dawn of Web 2.0 technologies long gone and there is talk of Web 3.0, the time for petty squabbles are over.  The new business buyers or consumers of big ticket retail items are demanding change and those competitors willing to respond to their needs are being richly rewarded.

I don’t know about you, but in this “new economy”, we need every profitable sale we can get.  CSO Insights  research confirms that companies that use Sales 2.0 approaches sell more.  Making the investment in a Sales 2.0 strategy is critical.  The new prospect is on the Web even more than before and they are willing to stay at arm’s length until they are ready for you.  When they are ready for you and show some interest, not only should you be ready, but you need to have every bit of intelligence possible about where they have been and what Marketing messages they are responding to when they initiate contact. 

The technology can help gather intelligence, but you then have to keep “process promises” to follow up quickly, speak the language of the prospect and respect their buying preferences,  then document the essence of the wins and losses so you can provide Marketing with valuable feedback.   You have to leverage chat, phone, and email to communicate, as well as capitalize on a well integrated CRM tool to compliment your business processes.  Leveraging these things requires intimacy and confidence in the Sales and Marketing relationship.  If you win, you win together.  Moving forward, that will be the key to success in a 2.0 world.  Working separately, it will be a “lose lose” proposition with Top Management ripping both of you to shreds and it will jeopardize the long-term viability of the company. 

Mix it up.  Disagree.  Fight behind closed doors.  Test.  Analyze.  Refine. In Sales 2.0 by Aneke Seley and Brent Holloway, they state the importance of technology integration and new business process.  “Driven by an explosion of online products and changing customer buying preferences, Sales 2.0 is the marriage of Web 2.0 technologies with innovative sales processes.

I know that in your organization there may be a lot tension between Sales and Marketing.  There may be a lot of pressure to perform.  There may be history.  Well, Be Quite and Get Over It!  As a leader, it is your job to make it work or your business will be left behind.  Reconcile the marriage if it needs it.  Go to counseling.  Renew your values.  Sing Kumbaya.  Hold hands while walking in the park.

Get with Sales 2.0 and make some money.

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