Digital TransformationStrategy & LeadershipHow to bring marketing and sales together to optimize the customer experience

How to bring marketing and sales together to optimize the customer experience

Your customers don’t operate in silos, so here’s how to make the most of your marketing and sales teams.

A modern business understands the importance of offering a seamless customer experience. However, consumers tend to be more demanding nowadays. This brings out the challenge of optimizing your customer journey to ensure that you’re offering a successful multi-channel approach.

A successfully optimized customer journey can help your company meet the customers’ demands and meet the key objectives. This can only be achieved by having multiple teams working towards the same goal.

A common problem in many companies is the lack of visibility across different departments. Marketing and sales team don’t always work together, which leads to the problem of being aware how your work can contribute to the wider objectives.

There are numerous benefits of having the marketing and sales departments work together. The company can become more:

  • Efficient
  • Productive
  • Transparent
  • Successful

It’s easy though to miss the importance of communication when focusing on your own goals. That’s why the shifting consumer journey can serve as a great reminder to bridge the gap between sales and marketing. Each team may have a different perspective, but they still have a shared vision.

A successful company wants to offer a great customer experience to all the consumers and that’s how both marketing and sales work towards achieving this goal.

A marketing team is working in designing funnels and content that will attract new consumers while engaging the existing ones. It has to do with different consumer journeys and how each one of them can bring a prospect closer to a purchase.

Meanwhile, a sales team wants to find new prospects to start a conversation that will turn them into customers. They want to be able to see a growth in the number of leads before they’re up to the challenge of conversion.

Thus, both teams understand how their tasks are interweaved as part of a wider mission.

And according to MarketingProfs, organizations that align sales and marketing see 36% higher customer retention rates and also 38% higher sales in rates.

By the time both departments understand that they can benefit from a closer collaboration, it’s time to focus on the next question.

How can we really bring marketing and sales teams together to optimize the consumer experience?

Here are four tips:

  • Analyze the customer journey holistically: a great benefit for blending the marketing and sales teams is the ability to explore a holistic approach of the customer journey. An analysis of consumers’ habits can go beyond a marketing or sales perspective, which can be helpful in understanding how they behave and how to approach them.
  • Share different perspectives when optimizing journeys: The best way to optimize a customer journey is to analyze its performance from different perspectives. A combination of the marketing and sales backgrounds can help you shape a more detailed journey that is perfectly optimized. It can also make it easier to analyze the attribution points, when the sales enablement happens and how you ensure that the whole process will be smooth. The process can be more efficient and successful by bringing together two teams that work on different stages, as you can understand where the problems are and how to fix them.
  • Switch sides to understand the journey: A useful practice when optimizing the customer journey is to allow the teams to switch sides for a moment. The marketing team can explore how a sales conversion is completed and the sales team can learn more about the marketing attributions and why it’s important to analyze them. This way, both teams are able to understand how each part of the journey is important, while they are helping each other in the optimization.
  • Learn to appreciate the value of each task: A great way to improve your customer journey is to spend an equal time on each part of the journey. The conversion is ideal, but you also need to optimize the key points that will lead to it. Moreover, by blending the marketing and sales teams you can work towards a shared mission that appreciates how each task can contribute to the end goal. This can enhance collaboration, transparency and also efficiency when trying to understand consumers.

Overview

There are many ways to benefit from breaking down the silo between a marketing and sales team. When it comes to user experience, there can be useful insights from both teams that can lead to more successful results.

If you want to learn more about this topic, don’t miss our next webinar with Tim Flagg, ClickZ Podcast Host at ClickZ and Mark Bornstein,VP Content Marketing at ON24 on the March 29 on why bringing the gap between marketing and sales can lead to a seamless user experience.

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