How important is the relationship between marketing and the sales department?
Posted: Sun Jan 05, 2025 8:17 am
The digital age, with people not only buying online but also making a prior consultation online, has seen two sectors of companies working increasingly together: commercial management and digital marketing.
And why does this happen? Because the channels used for digital marketing are also being used for sales. In other words, we have a channel serving both sectors, which means that constant dialogue between them is necessary so that the results can be increasingly efficient.
Differences between the sales and digital marketing departments
First of all, it is important to point out the differences between the two, because although we are talking about works that have gone hand in hand, there are major differences between them. Let's look at the basic concepts:
Sales – will deal with contact related to sales. Here we can also croatia phone number list include pre- and post-sales as responsibilities of the sector;
Marketing – this department deals with customer relations, lead generation, as well as adding value to your brand through campaigns, content marketing, etc.
The importance of highlighting these differences is precisely so that each sector can be held accountable for its respective duties, without overloading it with functions that are not its own.
How can digital marketing work together with sales?
To begin with, we can assess the issue of prior knowledge that the sales team has of the personas they deal with when making sales. Therefore, marketing can use the data collected from the sales team's leads to learn about the ideal type of customer for the business, as well as the one that remains most loyal to the company.
In other words, the clearer the information provided by the sales team, the easier it will be for marketing to carry out campaigns aimed at the company's ideal persona. Here, it is important that the creation is done with members of both departments, so that the adjustment can be as good as possible.
Content Marketing as a Source of Lead Generation
Here we are talking about methods that focus on attracting qualified traffic to your company. We have previously discussed the importance of your company investing in this type of content marketing action , because it also serves to generate value for your brand. Some examples are blogs, podcasts, infographics, etc.
The idea of offering this relevant content is that the company can prospect leads, as well as qualify them. This is because users usually register to receive this content, leaving some kind of contact information, such as their name and email address.
In this case, you can see the even closer relationship between both departments, with marketing constantly capturing leads for sales through content marketing.
Joint monitoring of KPIs
Finally, we have the strategy evaluation part through KPIs (or “key performance indicators” in Portuguese), which are those meters that evaluate the effectiveness of campaigns, as well as commercial results.
The idea here is to observe what is working, what needs to be adjusted, so that both can optimize the activities in their area. We also brought some examples of marketing KPIs (which can be seen HERE ) and the idea is to compare them with those of the sales department, to see if both are working side by side within the expected range.
Develop your company's marketing together with the sales department
At Universo, we have partnerships with several companies so that we can deliver a complete set of activities that involve connecting marketing with sales. In our view, marketing does not end with the delivery of leads; it requires follow-up until the end. How about scheduling a meeting so that we can present a proposal? Contact our team right now and find out how we can help your company!
And why does this happen? Because the channels used for digital marketing are also being used for sales. In other words, we have a channel serving both sectors, which means that constant dialogue between them is necessary so that the results can be increasingly efficient.
Differences between the sales and digital marketing departments
First of all, it is important to point out the differences between the two, because although we are talking about works that have gone hand in hand, there are major differences between them. Let's look at the basic concepts:
Sales – will deal with contact related to sales. Here we can also croatia phone number list include pre- and post-sales as responsibilities of the sector;
Marketing – this department deals with customer relations, lead generation, as well as adding value to your brand through campaigns, content marketing, etc.
The importance of highlighting these differences is precisely so that each sector can be held accountable for its respective duties, without overloading it with functions that are not its own.
How can digital marketing work together with sales?
To begin with, we can assess the issue of prior knowledge that the sales team has of the personas they deal with when making sales. Therefore, marketing can use the data collected from the sales team's leads to learn about the ideal type of customer for the business, as well as the one that remains most loyal to the company.
In other words, the clearer the information provided by the sales team, the easier it will be for marketing to carry out campaigns aimed at the company's ideal persona. Here, it is important that the creation is done with members of both departments, so that the adjustment can be as good as possible.
Content Marketing as a Source of Lead Generation
Here we are talking about methods that focus on attracting qualified traffic to your company. We have previously discussed the importance of your company investing in this type of content marketing action , because it also serves to generate value for your brand. Some examples are blogs, podcasts, infographics, etc.
The idea of offering this relevant content is that the company can prospect leads, as well as qualify them. This is because users usually register to receive this content, leaving some kind of contact information, such as their name and email address.
In this case, you can see the even closer relationship between both departments, with marketing constantly capturing leads for sales through content marketing.
Joint monitoring of KPIs
Finally, we have the strategy evaluation part through KPIs (or “key performance indicators” in Portuguese), which are those meters that evaluate the effectiveness of campaigns, as well as commercial results.
The idea here is to observe what is working, what needs to be adjusted, so that both can optimize the activities in their area. We also brought some examples of marketing KPIs (which can be seen HERE ) and the idea is to compare them with those of the sales department, to see if both are working side by side within the expected range.
Develop your company's marketing together with the sales department
At Universo, we have partnerships with several companies so that we can deliver a complete set of activities that involve connecting marketing with sales. In our view, marketing does not end with the delivery of leads; it requires follow-up until the end. How about scheduling a meeting so that we can present a proposal? Contact our team right now and find out how we can help your company!