7 Tips To Unite Sales & Marketing Teams

During my 20+ years in the mortgage market, I have worked with some exceptionally good salespeople and teams. Despite how good they were, without a strong alignment with Marketing, there would have been slower growth and cost inefficiencies. Yet too often Sales and Marketing teams are not as aligned as one would like. This is not a deliberate ploy by either team, it’s just that that no-one has ever united them. Therefore, I thought I would share some simple tips on how to ensure greater unity between Sales and Marketing. Why is alignment between Sales and Marketing important? Quite frankly, when the two teams work in unity, growth is more rapid, costs are lower, motivation higher and efficiencies greater. I know this because I have seen it first hand, on many occasions. So why would you not want your teams working together in synchronicity? 7 Quick Tips To Bring Marketing and Sales Closer Together 1. Have Common Goals It all starts at the top. If Sales and Marketing do not have common goals, then it will become harder to achieve sustainable growth. Both teams will then have their own role and specific tasks to deliver these goals, but it is vital the goals are aligned. For success, aim for the same destination. 2. Plan Together It is also important the teams plan together. I have always been an advocate of ensuring Sales are given input into the planning of any Marketing activity, which may be as simple as designing a new website. Based on the next point, there are real benefits to this as you get different perspective below, there are real benefits to this. Plan for success. Plan together.

3. Know Thy Strengths Many years ago, thanks to Paul Adams (now Sales Director at Pepper Money), I became a real advocate of StrengthsFinder. This always shows that Sales and Marketing teams (and the individuals) have different strengths. Those in Sales are generally strong in the Influencer and Relationship group themes, whilst Marketing teams’ strengths are invariably in the Strategic and Executing groups. When you see this, a big penny always drops to make a big impact. Get to know the different strengths of the Sales and Marketing teams to create a stronger bond and increased teamworking.

4. Make Full Use Of Your Data In the modern world, data unites the two teams. I love data but not everyone is comfortable with data, but if you have someone who is, using data is key. Be it for enhanced reporting across the teams, without silos, or maximising the power of lead scoring and creating marketing qualified leads (MQL) into the Sales teams. Pouring over data together and asking “why is that” can lead to some powerful results.

5. Work the funnel together There are many variations of the sales funnel. Develop your own. Together. And work out how, for example, Marketing can turn a website visitor into a sales call. Or how to nurture prospects through the right communication at the right time. Or to ensure your Sales team to speak to the right broker at the right time. 6. Review together If you plan together, you should review together. How are you delivering against the joint goals? Don’t focus on what you have been doing, focus on what you have been achieving, the outcomes. And then decide what next. Reviewing together and not in isolation ensures you optimise performance.

7. Do the simple things Marketing team members should attend Sales meetings and calls with brokers. Marketing should understand what brokers are saying to Sales. Sales should attend Marketing meetings and contribute to planning. Wrapping Up I am aware of companies whose who miss simple opportunities to unite their Sales and Marketing teams and miss out on market share growth. I have come across Chief Revenue Officer (CRO) roles to align marketing and sales for greater revenue management. This is a bit excessive to be frank, but it is important that companies do find a way to have someone look at the unity every now and then and ensure that the maximum value is being achieved.


The answer is teamwork through understanding strengths, communication through joint planning and reviews, and a culture shift to maximising data.


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