Tue | 13.02.2018
The growing need to integrate sales and marketing functions with companies has been long discussed within companies. Customers expect an excellent experience at all contact points with the company and throughout the purchase process, and 60% -70% of this process is online. This makes it increasingly difficult to divide the different stages of the client's lifecycle between sales and marketing thinks Gabriela Streza, Business Development Director at Valoria.
'Content is king' is the marketing mantra of the past 5-7 years, as customers are attracted to the quality content that is relevant to each of the online platforms where the brand is present. So, the marketing function is required to create more and more content in various forms (video, text, audio, images) to achieve a balanced mix of pull and push marketing tactics.
On the sales side, there is a clear pressure on the field agents to turn potential customers into loyal customers by providing them with relevant information. Digital communication is a powerful tool for long-term development of sales relationships. That's why all sales agents need quality content and the best skills to turn it into a long-term relationship building tool with their customers.
Unfortunately, traditionally, marketing and sales are not taught to collaborate. Formal separation as functions in the company, access to different budgets, complementary objectives, but measured with such different indicators, make the collaboration difficult. The perception that marketing spends budgets and sales generates growth and profit does not help integrate and collaborate with these internal departments.
However, technology makes this integration not only possible, but also extremely effective and natural. Collaboration between the marketing and sales department makes the work of both teams much easier.
This approach has the following 7 main positive effects:
Thus, sales teams with information from customer interaction help create highly effective content to build customer relationships.
Although the information required for a content generation can be referred to by sales agents in the CRM and taken over from the marketing team, it is very important that the process is a direct one to have the integrating effect. The marketing people need to talk at least once a month with sales agents to get both input and feedback.
The types of content that can be obtained through this process can be the following:
All this information from sales agents can become inspirational and generating content like video, audio, images, text for the marketing team. Of course, everything will need to be integrated and processed according to the marketing strategy and the company's general line of communication. But the most important gain will be the collaboration between the marketing and sales team to find out what content would help educate and inform customers..
Gabriela Streza has over 15 years of experience in marketing and business development teams of major multinational companies and family businesses in Romania, leaders in their fields of activity. Gabriela graduated from the Polytechnic University of Bucharest and has a solid expertise in marketing, communication and business development during hundreds of successfully managed projects. In recent years he has coordinated complex marketing and business development projects involving Romanian entrepreneurs, non-profit associations and multinational companies.
Valoria Business Solutions is a company providing training, consulting and executive coaching services. The company's mission is to transform the potential of teams and organizations into value. Competence, confidence, innovation and passion are the values that sustain us in everything we do. We believe in people, in their aspiration for personal and professional fulfillment, and their willingness to accelerate their potential. Learn more about us at: www.valoria.ro