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Marketing and Sales: Friends or Foes?

Published May 11, 2023

friend or foe

As marketers, we love thinking up big ideas and running with them. We often have to slow ourselves down to work through the not-as-fun part, logistics. But in all the brainstorming, creativity, and planning, one key element sometimes gets overlooked: How does the sales team fit in?

Since the dawn of advertising, there has been an ongoing debate about whether companies need marketers or salespeople. Don’t they do the same thing, generate revenue? If you fall into either camp, you probably just said “no” out loud. While both sides have similar goals, the paths taken toward achieving those goals can differ. But rather than working in a silo, there are ways each team can support the other. After all, there’s no use in implementing a marketing strategy that sales can’t use in the field. So, if we’re not foes, what should our friendship look like? Let’s take a dive.

Start at square one.

Because salespeople spend most of their time in the field, it is essential that we marketers tap into their knowledge of the market, instead of solely relying on what we think audiences need and want. Start by conducting internal research with your sales team. Ask them questions like what’s their elevator pitch, what makes their customers choose your company over competitors, and how do their customers perceive your brand and your services. You can then use their answers to develop messaging that will resonate with your target market.

It’s all in the details.

Next, conduct an audit of your current marketing materials. Ask your sales team which materials they find useful, and which ones don’t make a big impact when they are out pitching. Leave the floor open for them to request new materials they think will gain better traction in their markets. Challenge the group to think outside the box with this one. Are there digital marketing opportunities you could start using? How can you make your convention booth stand out in the crowd? What campaigns should be launched to promote specific products or services?

Don’t rush to the finish line.

Marketers typically have a queue full of projects. And as much as we want to quickly wrap up and move on to the next task, nothing is worse than having to redo something. Once you and your sales team have identified a need, be sure to ask for their review and input throughout the production process to ensure you are on the right track. You can even factor “approvals” into your timeline so that editing or slightly shifting directions will not jeopardize your launch date.

Establish a reporting system.

It is important to track how your marketing materials perform so you know where to invest your time. Salespeople have the benefit of interacting with customers and potential customers face-to-face, so they can give you first-hand feedback. Create a document that details your marketing funnel and where each tactic falls in the funnel. You can then talk to your sales team to uncover which tactics were most helpful in successfully moving audiences through the funnel. Remember to frequently update this document and make it accessible to both teams.

Stay in touch.

Last, but certainly not least, schedule periodic check-ins with your sales team to discuss what’s working well and what needs improvement. The markets are constantly changing and it’s important to keep your ears to the ground so you don’t get left behind. Adaptability is an essential component of a winning marketing strategy.

Your company will have more power and leverage in its industry when marketing and sales are on the same page. You know the saying: Two heads are better than one. What partnering tips have your teams found useful? Tell us by using the links below to share this post on social media and tag us in your comments.

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