Enhance Communication between teams
A major cause of misalignment between marketers and professionals is that productive lead generation and in turn completing sales is near to impossible. Forrester research has been found that only 8% of companies have strong marketing and sales alignment. So we have to enhance communication between sales and marketing teams to increase the customer relationship management.
Integrate marketing automation with CRM
- Automating the lead qualification process
- Implementing a lead scoring mechanism
- Running automated multichannel campaigns to generate more leads for sales
Collaborate on messaging
When the marketing team is creating corporate and product messaging, they should include sales in the process.
Map Out the Buyer’s journey
Every company should have their buyer journey mapped out so that it is easy for both sales and marketing to know where each lead in the sales cycle. The exercise of mapping out this journey should be a collaborative effort which is undertaken by sales and marketing team.
Define Lead Life cycle Stages
Lifecycle stages are the points along the buyers journey that leads pass through on their way to become customers. The sales and marketing team should collaborate on defining these so that both teams are on the same page. These stages should be incorporated in the lead scoring model.