When Marketing and Sales Get Along

 

I gave the opening keynote in Bogota on April 14 at the ExpoMarketing 360 conference. 

The assignment for me that day was: Advocate Better Relationships Between Marketing and Sales.  Event Director Juan Pablo Neira talked to me about the inherent difficulties between marketing and sales groups in Columbia.  The two groups seem to intersect at the trade marketing campaigns (supporting products directly in the market via brochures, promotions, etc.).  He knew that if they connected deeply, marketing would greatly benefit from the insight.  

After doing a bit of research on the subject, I found out several interesting things: 

1. This is true on a global basis - The very nature of marketing and sales put the two groups at odds in most normal situations.  They come from different backgrounds and are compensated differently.  They have no alignment in the organization.  Research from the Aberdeen Group indicates that the Marketing VPs believe they need to do much better in this area. 

2. Improved Relationships are good for business - Sales can give the marketing group great competitive insight, proprietary pricing information and in-the-field feedback on advertising or promotions.  They often don't because it requires more work, unless they have a connection with someone in marketing that "they want to help." 

3. Relationship Improvement Is Possible - I called up the Director of Marketing for FEDEX South America (Gui Gatti, pictured above), and he laid it out for the crowd. (PS - It's always great if you can bring an in-market executive up on stage and give them the mic for a minute.  He spoke fluent Spanish and engaged the audience.)  He explained that if you want to make a connection with sales, here's how to do it: 

* Unite the groups around "kill the competitor." In his case, the unifying theme at a recent conference both groups attended was, "kill the brown, flush it down." (A reference to UPS) 

* Go with sales on client calls, listen deeply and be willing to take some homework assignments.  Eat with them whenever possible. 

* Reach out to sales and ask them for specific information.  

* Always give them credit when you are acknowledged for marketing successes. 

4. My recommendations: Improve communications via email etiquette and empathy.  Find common ground.  Integrate the two groups at a structural/compensation level.  

Review my Power Point presentation for details 

Comments

[Efraín]

So true Tim! A great post as always.

Having Marketing and sales work as one single team is crucial for the success of the business and sadly in most organizations they not only don't work together, they compete with each other.

I've found that most of the companies who are successful have both these groups aligned under one head who is responsible for both teams and therefore understands what each needs to do to empower and thrust each other on to success.

One additional, very friendly, well intentioned note: Its Bogota, Colombia not Columbia.

All the best!

E.