Why sales & marketing are at odds…or even at war?

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Why sales & marketing are at odds…or even at war?

Reflecting on my experience as the brand marketing lead for LYCRA and Teflon in South Asia, the contrast in viewpoints between the marketing and sales teams was evident. While my marketing colleagues focused on enhancing brand equity and consumer preferences, and fostering successful collaborations with fashion retail brands, the sales team was primarily concentrated on closing deals and meeting sales targets. This difference in focus often led to misalignment between our strategic brand initiatives and the immediate sales goals, highlighting the need for better integration between the two functions.

So, you know how in movies opposites attract, like the quiet bookworm falling for the outgoing athlete? Well, it turns out that the same principle can work wonders in marketing! When you mix your brand strategy with your sales strategy, it’s like creating the perfect duo. Let’s dive into how you can make this dynamic pairing work for you.

Find Common Ground

Imagine your brand is the friendly, approachable neighbor who always has a smile and a cookie to share. Your sales strategy, on the other hand, is like the focused, goal-driven friend who’s always making lists and checking off tasks. To blend them, you need to find where they align.

Now, what if I told you that something similar might be happening in the world of B2B sales and marketing? Picture it like this: sales and marketing are two different planets, each with its own way of doing things.

On Sales Planet, the main focus is on bringing in the revenue, and everything is about hitting those short-term targets. Sales teams often see marketing as this big, creative machine that doesn’t always seem to deliver immediate results and can sometimes feel like it’s a bit of a waste.

Over on Marketing Planet, the vibe is all about building a brand, thinking long-term, and being a bit hesitant to link every single campaign directly to revenue. Marketing folks might view sales enablement – that’s helping sales teams with tools and resources – as something that’s not quite their style or beneath their creative sensibilities.

So, just like the differences Gray talked about between men and women, sales and marketing can sometimes struggle to understand each other’s worlds. But here’s the thing: just as understanding and communication can improve relationships between people, the same principles can help sales and marketing teams work better together.

If both teams took a bit of time to understand each other’s planets and how they operate, they might find that their collaboration could really take off. After all, a great relationship is all about finding common ground and working together, even if you come from different places.

It’s clear that it’s time for a change in how sales and marketing teams work together. But where do we begin? The most straightforward way to start is by shaking up the organizational structure. When you break down those old silos separating sales and marketing, you naturally start to see better alignment. But it’s not just about rearranging the desks; it’s about changing mindsets too.

For instance, brand marketers need to get over the idea that sales enablement is beneath them. In reality, it’s a vital tool for driving revenue. On the flip side, sales teams need to recognize that strong brand marketing builds buyer preference and can open up new opportunities for them to close deals.

Now, you might think that the solution is simple: just integrate brand marketing with sales marketing, and create campaigns that hit multiple audiences, channels, and formats. But if it’s so obvious, why doesn’t everyone do it? The truth is, it’s challenging.

As an agency partner, we often see these struggles firsthand. Brand marketers sometimes shy away from digging into the nitty-gritty of product details and complexities. This can leave sales teams feeling skeptical about whether marketing truly understands their needs. In the worst case, it can even make sales teams reluctant to engage with marketing efforts at all.

So, how can brand and sales marketing teams work together better and not settle for just okay? Here are my top tips for making brand creativity translate into real sales success:

Embrace Collaboration: Make it a priority for brand and sales teams to work closely from the start. Regular meetings and joint brainstorming sessions can help align strategies and ensure both sides are on the same page.
Understand Each Other’s Goals: Sales needs to grasp the importance of brand-building activities, while brand marketers should understand the pressure sales teams face to hit their targets. A little empathy goes a long way!
Create Integrated Campaigns: Develop campaigns that cater to various audiences and use different channels and formats. This way, both brand and sales efforts can complement each other and maximize impact.
Share Insights and Feedback: Open channels of communication between teams. Sales can provide real-time feedback on what’s resonating with customers, while marketing can share data on campaign performance.
Build Trust and Respect: Recognize and appreciate the different strengths each team brings to the table. Building mutual respect can foster a more collaborative and effective partnership.

By making these changes, you’ll not only bridge the gap between sales and marketing but also drive better results for your organization. Ready to get started?

Get Account-Centric

These days, it’s not just about cultural trends or broad brand strategies. You’ve got the power to tap into specific insights about individual companies and people. Think of it like having a detailed map of your target accounts and stakeholders, thanks to a mix of first- and third-party data, including social listening and network analysis tools.

So, what’s the game plan? Dive deep into account profiling and gather intel from your sales teams—the folks who are actually interacting with these accounts. By bringing all this information together, you create a solid foundation for your campaigns. It’s a bit like doing your homework, but for your marketing strategies.

Find the Red Thread

Once you’ve got your insights, the next step is to weave them into a compelling narrative. Imagine this narrative as a “red thread” that runs through your campaign, tying everything together. This thread should link your brand, solutions, and customer needs into a cohesive story that resonates across different channels and formats.

The goal here is to create a narrative that captivates your audience and encourages engagement. Think of it like crafting a story that works in different ways, whether it’s through a blog post, a social media update, or a presentation. It should be versatile and engaging enough to keep people interested no matter where they encounter it.

Employ the Right Creatives

Now, let’s talk about the creative side of things. Many creative teams are either all about brand building or solely focused on sales enablement. But you need creatives who can excel in both areas. Look for writers, designers, and other creatives who are skilled at handling complex topics while keeping things elegant and engaging.

We’ve seen firsthand how this approach can lead to exceptional results—work that looks and feels like strong brand content but also delivers powerful sales punch. And remember, your content should be adaptable to different formats and channels. Before you finalize anything, ask yourself: “Can this piece of content be used in various ways and across different platforms?” If the answer is no, it’s back to the drawing board.

Brand and Sales Must Unite

In today’s world, brand and sales can’t be separate entities working in isolation. The tips above are just a start to making your brand story work hard for your sales goals. Apply these strategies to address your specific challenges, and watch how your brand initiatives can drive real results for your sales efforts.

Ready to give it a go? Start integrating these ideas and see how they transform your approach to marketing and sales!

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