How a CRM System Can Bridge the Gap Between Sales and Marketing

Tags – Using a CRM System for Sales and Marketing

 

Sales and marketing are two essential aspects of any business. 

And even though both teams operate independently, they work towards a common goal

However, sometimes there can be a disconnect between the two teams. 

But, a CRM system can help to bridge the gap and ensure that both teams are the running force for any business. 

In this blog post, we will discuss 6 ways a CRM system can help to improve communication and collaboration between sales and marketing teams.

 

1. Strategies and Direction Aligned

Regular meetings between the sales and marketing teams are essential to developing CRM strategy and direction. 

The overall goal of the sales and marketing department is simple: to improve CRM. 

If the marketing team wants to know current sales statistics and make changes to their approach, they must consult with the sales team.

In the same way, the sales staff must evaluate the marketing plan from all angles in order to ensure they are on the same page; they may improve lead counts by sharing the burden of growth and responsibility.

 

2. Avoid Miscommunication

Sales and marketing teams often have a difference of opinion as a result of poor communication.

However, having a single access point for both will help them collaborate better and prevent misunderstanding. 

In order to provide a better client experience, the sales and marketing teams must have a clear picture of the future, as well as an understanding of the present. 

Consequently, a lack of communication can harm the marketing campaign and as a result, end up losing leads. 

Having an integrated chat function in CRM can be quite beneficial for having a better means of communication. This will allow the conversation to stay in the loop and linked to the previous chat history for reference.

 

3. Client Interaction and Feedback

The marketing team generally has no contact with the client base and only relies on the ideas of the sales team – the sales staff directly talks to customers. 

Therefore, this is an excellent chance for the company to convene all of them in one place to discuss the client’s response and expectations. 

In other words, a CRM acts as the connecting tool between the two teams, which will enhance the relationship and collaboration between the two, and boost growth. 

Plus, a CRM has integrated email marketing capabilities that allow clients to provide feedback. 

A single CRM dashboard may be used to check these crucial comments, keeping the two teams in sync and providing better clarity.

 

4. Track Metrics Together

Marketing and sales teams work towards the same aim of increasing company income, but they track their progress differently. 

Essentially, the quantity and quality of a marketing team’s leads are taken into account, whereas the number of deals closed or new accounts acquired is considered by sales teams. 

Your teams can certainly keep track of their own metrics within the department, but it’s also critical to have common KPIs in place. 

Simply, tracking the same KPIs will bring your sales and marketing teams together under a similar objective. 

As a result, you’ll be able to optimise your whole funnel while also sharing insights on how to improve each sales and marketing process.

 

5. Follow The Same Message

Buyers aren’t just interested in a product; they’re also looking for a story

In today’s consumer environment, the old adage that marketing is simply a job for marketers is outdated. This implies that salespeople must be able to speak and act in accordance with the brand – i.e. tone of voice, if not more so than before, as the customer’s immediate point of contact with a business. Sticking to one message will help you solidify your brand. It covers everything from:

  • What you call your products or services
  • The terms and phrases you use to make it distinct
  • The brand narrative you share

This portrays a business that is clear on its identity and, as a result, able to fulfil the needs of its customers.

 

6. Produce Content Together

Companies can get the most out of their content marketing efforts by implementing a collaborative approach to content production and creation. 

This includes understanding what to say on social media, but it also entails reading the whitepapers, documents, and other material you submit directly to clients in order to attract their business. 

Your content marketing plan will be more effective and intentional if both departments collaborate on content usage. 

This means the marketing team gets more precise instructions on what consumers want (and what they should write as a response), and the sales team is aware of exactly which optimised content to direct prospects toward at each step of the funnel.

 

The End Result

Bridging the gap between sales and marketing doesn’t have to be a ball ache. 

Luckily, a CRM system can be used by businesses to track everything and anything to do with their customers – be it leads or paying customers – CRM software will store important data that both sales and marketing reps can use to make informed decisions. 

By functioning as a central data centre for all things customer management, a CRM software encourages the collaboration of your sales and marketing teams. 

From the start of the funnel to the very end, a CRM system encourages both teams to share data, and to use that to create integrated solutions, helping you to grow your business faster. 

 

Please get in touch to find out more.

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