Digital marketing is the sales department's best friend

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To implement the 360 ​​marketing methodology in your company, you need to be clear about one fundamental aspect: this is a process that involves several areas of the company and not just an isolated project of the marketing department. All areas will have to get involved and work together to be able to sell online.

Why do we say this? It is very common to see marketing and sales departments working separately. In most cases, the actions of these two areas are clearly separated and the interaction between them is limited to management meetings or to one or another project throughout the year.

This separation is due to a lack of communication and trust between both teams. Usually, the sales department focuses on traditional sources of leads, leaving aside the effort of digital campaigns. On the other hand, marketing does not usually have a way to clearly measure its results and its statistics reflect figures that can hardly be used by other departments.

Another common complaint from the sales department is that the leads are not of sufficient quality to follow up on, while marketing complains that sales does not work hard enough on each lead they receive.

There is only one way to put an end accounting directors email address to these conflicts once and for all: make the teams realize that they are not competitors, but parts of the same team that seeks to increase online sales.

To set up your 360 marketing you need to coordinate your activities with the sales department. This means that both departments must agree on an orderly system that meets the needs of both and allows them to do a more efficient job:

Get your house in order: Before you begin any activity with the sales department, determine the status of your digital marketing . Do you have a system that allows you to know the status of all your leads, from the time they enter your website for the first time until they become customers? Can you determine which are your most important traffic sources and how many leads each one is contributing? Do you know how each of your digital marketing strategies is performing?
If you cannot answer these questions, it will be very difficult for you to provide the sales department with all the information they need.

Set up sales assignment rules: To prevent marketing and sales teams from having a different view of the sales process, you should define a clear process that is born from the real needs of each team. You can determine which specific actions will require the sales team to be involved and which ones will not. Campaign type, conversion type, or lead qualification can trigger predetermined actions. For example, specific leads can be assigned to defined sales team members depending on their conversion, geographic location, etc.