Sales Pros: Here Are 4 Things Your Marketing Department Would Like to Tell You

Sales and marketing depend on each other in creating revenue. Check out these four things your marketing department wished you knew about them.

January 11, 2016


In a perfect world, sales and marketing would be roommates. Sure, there might be some tension because they approach their jobs a little differently, but in the end they can team up to keep the place organized, make delicious dinners together, and make sure the rent gets paid.

Unfortunately, too often salespeople think of marketing as the weird next-door neighbor. You pass them on the sidewalk every now and then… You hear weird noises coming from their house at times... But you don’t know exactly what they do, and it can be difficult to find common ground. The reason why so many executives shake their head when they hear of failed relationships between sales and marketing is because they share common goals: leads and revenue.

To help you start a helpful dialog that will enhance your social selling efforts, here are four things your marketing department wishes you knew:

We’re Working Hard to Help You

Those weird noises are the creative gears cranking out content aimed to aid your sales efforts. All this behind the scenes work is designed to capture the attention of your ideal buyer, nurture them throughout the buyer’s journey, and deliver you a qualified lead.

Another important tool that marketing generally accounts for is conversation tracking. Most marketing departments not only create marketing campaigns, but also tracks results to score leads and determine which content is most effective at influencing prospects. Without strategic content and measurement, the sales process would depend exclusively on your ability to find and nurture new prospects through a longer sales cycle.

The CRM is Your Friend

A common area of misunderstandings between sales and marketing pertains to the usage of the CRM. Salespeople usually use the CRM primarily as a program to store the contact information and notes of all their leads and prospects. Marketing more commonly uses the CRM to create personalized, contextual marketing campaigns that are more likely to lead to a sale. Adding details of people and target accounts into your CRM should be considered an investment, because it increases the likelihood that marketing can nurture them and bring them back to you when they’re ready to buy.

It’s Okay to Give Us Credit for Sales, Too

Most organizations depend upon both the marketing and sales departments to identify prospects, nurture them, and generate revenue. Even though marketing’s influence on a closed deal is less direct, crediting marketing for the role they played is an excellent way to motivate both teams to create a more collaborative, more effective environment.

We Need to Agree on the Definition of a Qualified Lead

You’ve no doubt had new leads assigned to you in your CRM, only to realize shortly thereafter that this person was not ready to buy. So you wonder why marketing uploaded them as a “qualified lead.” Rather than complaining that the lead was unqualified, provide qualitative feedback – help your marketing department understand why, exactly, the lead wasn’t ready to buy. If you don’t already have a lead scoring system, or if your current system is ineffective, these conversations are critical. In the end, marketing has takeaways they can use, less leads are lost because they are delivered to sales too early, and you save time because you’re dealing with a higher percentage of qualified leads.

In an era when buyers escort themselves through the sales funnel via content, it’s never been more important to be on the same page as your marketing department. The more you help your marketing department, the more they can do to fill your pipeline month after month.

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