Imagine a preschool classroom filled with three- and four-year-old kids, each eager to play with a certain toy firetruck. The disagreements over whose turn it is quickly draw the attention of the teacher, who is immediately inundated with different versions of the story. According to one student, it’s her turn because one of the little boys in the class has been playing with it “all afternoon.” The little boy counters with, “No, I haven’t! And besides, you’ll just break it anyway!”
The teacher sits down and attempts for the hundredth time to teach her students about the virtues of sharing. She explains that by sharing the toys, the children will be able to develop much more elaborate games and have a lot more fun. Playing together will give them a chance to explore new ideas, create new characters, and have all sorts of adventures with the firetruck. She is only partly successful.
In an effort to maintain the peace in the small classroom and reinforce her lesson, the teacher creates a behavior chart for playing with the favorite toy of the day. The chart describes, in preschool language, how the toy will be played with and when it needs to be passed to another student.
The students quickly learn that the teacher is right. When they share the toy together, they end up having much more fun. On those days when the students neglect their newly-found sharing skills, however, the chart provides a handy reference to help them get back on track.
How does this lesson in sharing apply to marketing?
Take the warring students and replace them with the sales and marketing departments at some companies. An estimated 87 percent of the words used by marketing and sales departments to describe each other are negative, yet when these two teams are aligned, they can accomplish so much more. Just like the more elaborate games of childhood, aligned sales and marketing teams can produce up to 20 percent more profit! When the teams are well-aligned, they maximize their lead cultivation and achieve a much higher conversion rate.
Using a written agreement to help align your teams
The teacher in our story discovered that while meetings and lessons helped to encourage the students to play together, the behavior chart gave them something to look back on as a reference when things went wrong. A similar chart (though more elaborate, of course) can help sales and marketing teams coexist more peacefully, too. Such a chart should define terms, behavior, and the steps each team will take in cultivating and contacting leads.
Clearly defining the roles and expectations of sales and marketing teams will help each understand better what role the other plays in generating leads. The teams will also stay on the same page about when a lead is sales ready and when information should be passed along. When the marketing team finds leads, they’ll do a better job of passing along lead intelligence to the sales team, so the sales professionals know what contact the company has already had with this particular person. When salespeople receive a lead, they’ll have clearly defined expectations of the type and amount of contact they should have with the lead.
Working together will enhance communication, improve understanding, and make it easier to stay on the same page. Enforcing this agreement with regular meetings to judge progress can ensure everyone remains satisfied.
Aligning sales and marketing teams can be a fantastic way to improve profits and brand representation. Just like children learning to share, showing employees the value of working together, while also having a common agreement to back up the lesson, can help improve performance for everyone.