Selling and marketing perspectives can cause tension in sales marketing. Marketers view customers in aggregate segments, while sellers see individual customers. It designs strategies; sellers implement tactics. That is focusing on process and analysis; sellers must be concerned with relationships and results. This diversity can lead to conflict. For example, say that while they develop strategies that will drive sales force success, most salespeople don't take the time necessary to fully understand them. Some wide range of three tasks categories as;
Sales tasks:
Sales tasks include account management, personal selling, and distributor management.
Marketing tasks:
Marketing is usually responsible for market research, competitive analysis, and market segmentation. Brand positioning, packaging, and many other market-focused tasks are also common.
Joint sales/Marketing task:
Tasks that are jointly performed by Marketing and Sales. Both Sales and Marketing are often required to participate in sales strategy formulation, lead generation and sales collateral development, pricing, forecasting and many other tasks.
Entire books, journals, business courses, and consulting companies are dedicated to helping marketers and sellers with these tasks. Yet very little is written about how to get sales and marketing to work together to keep all of the tasks aligned around the common objective.
Companies can achieve all this with four strategies that provide a healthy balance between sales-ma harmony, tension, and both.
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Ensuring that all sales tasks are completed:
Create a high-impact sales team, recruit sellers who are results-driven and interpersonally capable, and help them develop the skills they need to succeed. Sales success is possible by supporting the sales team with systems, processes, and systems that support it.
Ensure that all tasks are completed well:
Hire marketers with strategic thinking and analytical skills to create an organization that is high-impact. Assist the team in creating structures, systems, programs, and processes that will enable success.
Establish processes and systems that promote collaboration and communication:
Sales and Marketing should communicate on tasks they perform separately, and collaborate on tasks that require a joint effort.
Develop a culture that encourages teamwork:
Get strong sales and marketing leaders to help you build a customer-focused, cooperative culture.
Sales-marketing tension can also stem from the co-dependence of the sales and teams. Especially when things don’t go well, situations can quickly turn to finger-pointing. It says “We worked hard and generated good leads for sales, but they didn’t follow up.” Sales says, “Marketing’s leads aren’t worth my time; the last lead they gave us was for a business that shut down two years ago.”
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