Integration between Marketing and Sales: an urgent need for B2B companies
Posted: Sat Feb 22, 2025 5:07 am
When we talk about the customer journey, there are two teams that play a fundamental role in this process: Marketing and Sales . From the moment the visitor is attracted, through the conversion of a lead philippines mobile database an opportunity and up to the signing of the contract, these two teams are responsible for developing actions to nurture the base at the most distinct stages of the sales funnel.
For companies that have only recently started using digital strategies, this relationship may seem natural and even obvious for the proper functioning of the machine that drives any business. However, those who have had a few years of experience know that the relationship between Marketing and Sales teams is not always easy to achieve.
The lack of alignment of well-defined objectives, responsibilities, goals and SLAs had a direct impact, or better yet, still has an impact, on results. And, in fact, many companies fail to realize that this is a problem they face internally.
The new shopping scenario
Finding examples of misalignment, as well as a lack of understanding between the work and goals of the two teams, is quite common. On the one hand, Marketing believes that Sales does not understand the need for their actions, as if they were just doing something to generate “buzz”. On the other hand, Sales feels overwhelmed and solely responsible for achieving goals, in addition to seeing Marketing as a cost center and not as a strategic area for generating leads and opportunities.
Working on the integration between Marketing and Sales is a process that requires dedication from both teams. However, once done, it will bring lasting results to any company.
To develop this integration, it is essential that companies understand that consumer behavior and the purchasing process have changed radically. While for decades, the most common thing was to be interrupted by advertisements and commercials, whether on television, radio or other media, today, we are seeing the opposite trend. Marketing actions in which the brand “interrupts” the consumer no longer make much sense in this new reality.
Sales strategies have also changed. Traditional cold calls , in which the company contacts people to present a product/service, regardless of any request, only bring results if there is very well-structured planning between marketing and sales.
Nowadays, B2B consumers are the ones who look for the product/service they want, when they want it. Therefore, there is no point in being interruptive; you need to offer the ideal solution at the right time to generate sales. Furthermore, people are increasingly researching what they want to buy and, when they come to your company, they are already well-educated on the subject, meaning they need a consultant to answer their questions.
For companies that have only recently started using digital strategies, this relationship may seem natural and even obvious for the proper functioning of the machine that drives any business. However, those who have had a few years of experience know that the relationship between Marketing and Sales teams is not always easy to achieve.
The lack of alignment of well-defined objectives, responsibilities, goals and SLAs had a direct impact, or better yet, still has an impact, on results. And, in fact, many companies fail to realize that this is a problem they face internally.
The new shopping scenario
Finding examples of misalignment, as well as a lack of understanding between the work and goals of the two teams, is quite common. On the one hand, Marketing believes that Sales does not understand the need for their actions, as if they were just doing something to generate “buzz”. On the other hand, Sales feels overwhelmed and solely responsible for achieving goals, in addition to seeing Marketing as a cost center and not as a strategic area for generating leads and opportunities.
Working on the integration between Marketing and Sales is a process that requires dedication from both teams. However, once done, it will bring lasting results to any company.
To develop this integration, it is essential that companies understand that consumer behavior and the purchasing process have changed radically. While for decades, the most common thing was to be interrupted by advertisements and commercials, whether on television, radio or other media, today, we are seeing the opposite trend. Marketing actions in which the brand “interrupts” the consumer no longer make much sense in this new reality.
Sales strategies have also changed. Traditional cold calls , in which the company contacts people to present a product/service, regardless of any request, only bring results if there is very well-structured planning between marketing and sales.
Nowadays, B2B consumers are the ones who look for the product/service they want, when they want it. Therefore, there is no point in being interruptive; you need to offer the ideal solution at the right time to generate sales. Furthermore, people are increasingly researching what they want to buy and, when they come to your company, they are already well-educated on the subject, meaning they need a consultant to answer their questions.