Despite sales and marketing being two separate departments, they still collaborate in achieving the same objective. Alignment between sales and marketing departments is a key factor in retaining existing customers and increasing sales.
When it comes to aligning your sales and marketing teams, one of the simplest yet most efficient ways of doing so is utilising CRM software. CRM has many benefits for both teams individually and as a united force. In this post, we will explore how CRM software can help better align sales and marketing departments.
Communication
When it comes to running a business, communication is key, especially between the sales and marketing departments. Lack of communication or miscommunication is one of the main sources of interdepartmental conflict, which can be detrimental to your business.
Having a CRM system works as a catalyst and assists in unlocking improved interdepartmental communication. This means both marketing and sales teams can enhance the efficiency of their job.
Insights
Evaluating your sales and marketing strategies periodically is important. Using a CRM allows both teams to share data which ultimately means both departments have access to all of the lead’s contact information.
In addition, CRM software populates the lead contact profile with extra information, such as customer information, company background, and competitors.
Therefore, these benefits of using CRM software will better align marketing and sales departments as both departments have additional information about a contact to give deeper insights to inform better decision-making.
Nurture Leads
Once the marketing team obtains a lead, they must complete additional steps before passing the lead on to the sales team. It is common for sales to receive leads that have not been nurtured or vetted, which causes frustration and avoidable conflict between the two departments.
Using CRM software means marketing automation can be connected, meaning leads can be assessed, nurtured, and segmented.
Shared Goals and Expectations
For marketing and sales departments to successfully work together, their goals and expectations must align. Collaborating using a CRM can increase lead generation, lead quality, and deal size.
Both teams working toward the same objectives can help generate new ideas, eliminate bottlenecks, and clear up expectations of one another.
Reduce Duplicate Efforts
For both teams to successfully operate, each department needs to see the same picture. Utilising the automation benefits of a CRM allows both sales and marketing departments to see where each prospect and lead stand in the buyers' journey.
Furthermore, both departments sharing CRM software means it is easier to work as a team, rather than completing individual tasks and accidentally duplicating efforts. This reduces something which is commonly a waste of time and money for your business.
Overall, using a CRM can increase lead-to-sales conversion rates, meaning marketing can create targeted messaging whilst the sales team focus on closing leads and spotting new opportunities. A CRM also helps you understand where leads have come from, which keeps both departments accountable for their efforts.
Email Marketing
Email marketing is one of the best marketing strategies for your business, allowing you to nurture current leads by sending targeted emails. Whether it be leads who have become inactive, sending updates or offers about your product, or contacting new prospects interested in finding out what you can bring to the table.
Email marketing through CRM software will benefit both marketing and sales departments by having a platform to track all open rates, click-throughs, and views. This will help better align sales and marketing teams as it allows marketers to analyse and measure the effectiveness of their email marketing campaigns. Which can enable the sales team to inspect the quality of the leads provided.
Upsell and Deal Size Opportunities
Marketing and sales departments can both utilise CRM software to help increase upselling and deal sizes opportunities, helping them both work towards the same goal.
Marketing automation will mean leads provide more information about themselves and their interests over time, which this information can then be used throughout the sales process. Providing the sales team with more useful data can help assess, outline, and support sales lead.
Useful data acquired from using CRM software benefits both marketing and sales teams as it enables them to make more informed decisions with the leads in their system.
Centralise Database
Having a place to store all data will advantage all departments of your business, especially sales and marketing. CRM rounds up all information related to sales, marketing, and customer services in a central database which improves not only the efficiency of departments but also the capacity for collaboration and overall company productivity.
This means both sales and marketing teams can access all data and information without searching through hundreds of documents and spreadsheets. When all data is united in one platform, your sales and marketing teams can also unite to increase sales.
Summary
Overall, having an aligned sales and marketing department will hugely benefit your business in terms of financial returns and growing your business. Correctly implementing CRM software will be your hidden weapon to accomplish this.
If you are wanting to use CRM software to better integrate your sales and marketing efforts, choosing the correct platform for you will make this process smooth. Here at Spidergroup, we’re a platinum HubSpot agency, so get in contact today to chat with one of our experts about using Hubspot to better align your sales and marketing departments.
