Inefficient (or outdated) business processes
KPIs with different purposes
Limited communication leads to misunderstandings about what is expected of the other team. This directly impacts how leads move through their buyer journey , how the pipeline can be valued and the lead hand-off. In addition, KPIs that are not aligned with each other cause both teams to think they are performing optimally, but not pulling in the same direction.
Partly based on the analysis of the survey results , I will discuss seven tools that can (possibly partially) solve the three problems mentioned.
Problems with collaboration
1. Improve communication
Focus on better communication and a team spirit where sales and marketing feel like one team. This goes beyond team outings or drinks. A technique to use (certainly with larger teams) is partial cross-management. Inefficiency lurks here, so it is advisable to focus on clear topics. For example, an individual monthly meeting of the sales manager with all people in the marketing team and vice versa.
During such discussions, team members will mainly speak and four topics will be discussed.
What gave me energy this past month?
What cost me energy?
What is my most important learning from the past month?
Each conversation takes about an hour. Although the first conversation in such a series can take more (start-up) time. These conversations are combined by the sales manager and marketing manager and are presented centrally (and anonymized where necessary). It is important that the team members feel and know that these are not (mini) progress conversations. This approach takes time, but will certainly strengthen mutual understanding, communication and team spirit in the long term.
2. Ensure efficient and clear business processes
Clear processes must be formulated from all departments. This must be a joint effort if adoption and efficiency are to be optimal. Processes must also be reviewed on a regular basis. This can example of whatsapp number in philippines start with the creation (and maintenance) of a shared lexicon, in which all relevant definitions are recorded.
Based on that, the same can be done with the processes. It should not be the case that a department maps out a process without input from other teams. Even if they are department-specific or highly specialized processes. That would be the same as a chef who refuses to write down his recipes for his team, so that the team members have to check with the chef every time how certain details are. Or worse: not even asking and doing things based on their own hunch or interpretation. The only alternative to this is a kitchen full of chefs, which makes me wonder what that will do to the group dynamics. In any case, it will make for good television.
Also read: More growth with sales & marketing alignment [+ 6 useful tools]
That would be like a chef refusing to write down his recipes for his team, forcing the team members to follow up with the chef every time to get certain details right.
3. Lead quality over quantity
There is still too much focus on getting as many leads as possible, while a focus on quality will do wonders. Not only for the conversion rate, but also for the perceived success. Sales will feel like they have to bang their head against the wall less often before a deal is closed.