{"id":80121,"date":"2022-04-06T15:50:00","date_gmt":"2022-04-06T14:50:00","guid":{"rendered":"http:\/\/www.smartinsights.com\/?p=80121"},"modified":"2022-04-29T16:16:01","modified_gmt":"2022-04-29T15:16:01","slug":"integrating-sales-marketing","status":"publish","type":"post","link":"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-strategy\/integrating-sales-marketing\/","title":{"rendered":"Your integrated sales and marketing strategy – the how and the why"},"content":{"rendered":"

Introducing 3 key methods for an integrated sales and marketing strategy<\/h2>\n

Marketing and sales teams have a reputation for not getting along. Working towards the same ultimate goal in different ways means there is often friction. That's why we recommend an integrated sales and marketing strategy.<\/p>\n

We\u2019ve all heard that when the sales are coming in it\u2019s because the sales team is doing a great job and when the sales slow then the marketing team needs to pull its socks up. How do we fix this?<\/p>\n

The key levers are regular and open communication, an understanding that each team needs the other in order to succeed, and well-implemented systems that help, rather than hinder performance for both teams.<\/p>\n

\"Sign<\/a><\/p><\/span><\/p>\n

Traditionally, sales and marketing have different priorities, you can see some examples below. Of course, in an integrated approach, both teams are aware of and support each other's functions too.<\/p>\n

\"Integrated<\/a><\/p>\n

When you think about it, there is nothing surprising about the fact marketing and sales teams often feel like they're working at cross-purposes. They tend to work to a totally different set of metrics.<\/p>\n

That's why we recommend setting and tracking goals that truly contribute to success<\/a>, as opposed to 'vanity metrics'. Below, you can view the customer lifecycle across the RACE Framework structure of reach, act, convert, and engage.<\/p>\n

\"Omnichannel<\/a><\/p>\n

Why you need an integrated sales and marketing strategy<\/h3>\n

If the two teams aren\u2019t fully in-sync knowing what\u2019s going on both sides of the fence, you\u2019re in for a huge mess of miscommunication, bogus metrics, and misplaced blames.<\/p>\n

To begin to sync up to one another\u2019s cycles it\u2019s important to measure a few metrics side by side. Without it then the two teams will always be working at cross purposes and failing to drive the business forward.<\/p>\n

\"Sign<\/a><\/p><\/span><\/p>\n

How to start integrating sales and marketing<\/h3>\n

The RACE Framework is a great place to start when considering your omnichannel sales and marketing activities. Our 5-steps RACE funnel considers each element of your customers' journeys from awareness to repeat purchases.<\/p>\n

Here, both sales and marketing have different functions within the funnel, but it's true than neither will achieve their goals without the other.<\/p>\n

\"Omnichannel<\/a><\/p>\n

1. Demonstrate accountability and expect the same in return<\/h4>\n

Demonstrate mutual accountability by agreeing project plans and responsibilities together at the outset. Circulate any action plans in a way that\u2019s easy for people to see their tasks such as pulling out tasks into an email or highlighting who has an action to complete.<\/p>\n

Better still, talk through the plan at a joint sales and marketing meeting and gain everyone\u2019s commitment.<\/p>\n

2. Put a sales and marketing service level agreement in place<\/h4>\n

A service level agreement can be a great way for sales and marketing teams to understand and agree what to expect from each other. A warning though\u2026 sales people generally dislike admin so try to keep this light if you want to hold their attention.<\/p>\n

3. Use your marketing budget to incentivise the sales team<\/h4>\n

Motivating the sales team isn\u2019t just a job for the sales manager, it\u2019s a job for marketing too so once you\u2019ve agreed commissions for the campaign, expand the plan even further. However, exact budget allocation will vary, it may be that some of these work best from the sales budget.<\/p>\n

\"Sign<\/a><\/p><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Introducing 3 key methods for an integrated sales and marketing strategy Marketing and sales teams have a reputation for not getting along. Working towards the same ultimate goal in different ways means there is often friction. That’s why we recommend …..<\/p>\n","protected":false},"author":137918,"featured_media":80122,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_glsr_average":0,"_glsr_ranking":0,"_glsr_reviews":0,"footnotes":""},"categories":[964],"tags":[1335],"acf":[],"yoast_head":"\nYour integrated sales and marketing strategy - the how and the why<\/title>\n<meta name=\"description\" content=\"We recommend regular, open communication, an understanding that each team needs the other, and an integrated sales and marketing strategy\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.smartinsights.com\/marketing-planning\/marketing-strategy\/integrating-sales-marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Your integrated sales and marketing strategy - 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