60% of sales professionals felt that input from marketing DID NOT improve the effectiveness of their sales cycle in a poll this year by Sales and Marketing Management. At the same time, 35% of marketing professionals felt that their sales organization DID NOT effectively use the tools they implemented for their use.
Mutually supportive groups who point fingers at each other often have process measurements that are not relating well. Marketing can be measured by output of items and meeting dates, whereas sales is evaluated continually along the sales process continuum.
Try placing each marketing tool available on the process map used to evaluate sales. Usually there are items that don’t fit well anymore and holes that need filling. Done well, enough poorly fitting tools can be identified to free up the resources necessary to provide focus on new ways to support the sales process.
In a creative organization where marketing strategy is in tune with the sales process, strong communication and planning between the organizations makes the development and use of communication tools more productive.