How to integrate marketing and sales areas
According to a recent report from D&B, companies that work to align their marketing and sales departments improve their ROI by up to 20% . And yet, in many companies these two departments continue to work completely independently and miss out on opportunities for their online marketing due to a lack of coordination. If you want to know how to avoid this, keep reading!
How to integrate marketing and sales areas
Why is it necessary to align marketing and sales?
Traditionally, the division between marketing and sales has been How to integrate seen as a source of rivalry, or even tension.
Marketers are analytical and take the long term into account, while sales people have people skills and focus on immediate closing.
These are two very different work cultures, and that french guiana email list 100000 contact leads is why it is often the case that one is “better” than the other or that it achieves better results in a particular company. But this is a serious mistake.
Rather than rivals, the marketing and sales departments should work like brothers , as they what is programmatic advertising? both have a common goal: generating new customers and closing conversions. To understand how this works, let’s first look at how the sales and purchase cycles work.
In past decades, the sales and purchase cycles overlapped completely. However, thanks to digital aob directory marketing, users have more autonomy to research and make decisions, so they can start their own purchase cycle independently of the company.
In the sales cycle , the company goes through different phases until it manages to convert the potential consumer into a client. These phases are known by the acronym AIDA:
Attention: Here we seek to draw the consumer’s attention to the company’s products and services.
Interest: This involves answering the question “what’s in it for me?”, that is, making users see that the company’s products and services can be useful or valuable to them.
Decision: here the goal is to get the potential client to decide to purchase the product or service.
Action: the closing of the sale or conversion.
The purchasing cycle also has the same acronym, but the phases are slightly different and the impulse comes from the user and not the company:
Attention: the user realizes that he has a need or a problem.
Research: the user looks for a solution to this need, looking at which companies could help them. This is the phase when the purchasing cycle begins to overlap with the sales cycle.
Decision: Once the user has been informed about different possibilities, he or she analyzes which offer interests him or her the most.
Action: closing the purchase.