More marketing means more Sales

Companies with three main tasks are faced, and one is marketing. This task requires to be fully effective a management standard, and in two zones divided things unnecessarily complicated. In a time where barriers to markets and customers are more evenly distributed between companies is soon more can afford to take such an ineffective approach.

Sales and marketing - like a few divorced
If two persons for the same purpose are responsible, this almost inevitably leads to a lack of clarity and frustration.Simply put, it's a bad idea.

Assigned tasks, which traditionally marketing communication external brand, image, application, (usually defined ambiguously) generation and (rather against his will) lead Generierung.Sales takes these tracks (particularly dissatisfied) qualified or generate your own tent (with costs) everything in the Fort to achieve the objective for the next trimestre.Les sale marketing teams fight often accuse sales teams focusing on tracks that have received too little attention and not rules, while generally dissatisfied with the quality leads sales teams are and marketing operational support teams.

Sales and marketing departments tend several decades as a couple divorced fight against for sole custody of a child to handeln.Es is time to put an end to this area.

Why sales and marketing essentially the same task?
In the past, where sales were a process that is controlled by the provider and is potential customers remained anonymous, they came up with the sales force in contact have indeed sales and marketing has different tasks anzugehen.Marketing was too burdened manufacturers and their products on the market are visible, while sales were responsible for contacts with customers potentiels.Sur ensure today's markets, however follow different rules.
Main differences are as follows:

Buyers are that you are online or via media.In social other words find buyers are controlling the procurement process more providers, if you want information about your products and services.Ils uses the information.Tend to communicate cooked with the provider with a short list and therefore usually wait until next before.However purchasing process you come into contact with the supplier during the information through the company website and using the information in other places on the net. during this process research buyers leave traces and are more anonymous.

The buying process, i.e. the steps a buyer needs to find a solution involves the following steps:

Examine the options, looking for ideas (awareness) lenses definition research RequirementsSelectionAgreement NegotiationImplementationUtilization detailed specifications

Task provider for its activities of marketing and sales for the purchase process so that it is better than all competitors in each of these phases customers anzupassen.Marketing process must include the following:

Mark ManagementThought leadership ActivitiesLead NurturingSalesAgreement NegotiationImplementationBusiness relationship management

On the distribution of powers between sales and marketing the biggest difference is between activities, now and in the past during Blei.Diese task must take now by marketing.Et, as the most important task (and the longest, apart from the General brand building activities), this change has an important influence on the market strategy go together and deserves a separate article blog.

Sales and marketing - a unique design for higher income
Marketing is responsible for a large part of communication with buyers, today, must necessarily your commercialisation.Elle must redesign process a fully integrated process and the two teams - sales and marketing - are committed to a common vision voice.

A good starting point would be to identify the common objectives and determine the methods for the measurement of the objective it is very important (and probably much more difficult in the entire first appear) to agree on common definitions: what form should take a common marketing funnel?What is a lead?, the scoring rules should apply?Should data be collected and how should it be analyzed?

This concept should strive to achieve a holistic revenue cycle and together with a Division, the agreed structure clearly defined tasks and a transfer process.

Companies have more avant pensée (especially in the USA) to put an end, aims to this division between sales and marketing by naming a single Manager to coordinate this Tâches.Le new man or a woman in the upper part is often known as head of income and is responsible for all activities on the realization of revenue is also high and low-cost possible.Ma recommendation would be to place the two areas under the responsibility of a single C-level manager to start the process of conceptualising.

Part of the customer support commercialization?
Process is not a coincidence that I've included the use-phase and phase of relationship in courses in commercial (hopefully) if the revenue cycle is designed to maximize sales consistently, activities to manage relationships play an important role in this process with existing customers.

This means therefore, customer support, should in the powers of Chief Revenue Officer fall?the answer to this question depends on the company, taking into account but should be positive when possible.