Marketing and sales: the team to get qualified leads

Aligning two departments that have always had the conception of rivalry can be thought of as something traumatic for companies, since their bad relationship can directly affect sales. But don’t worry, it’s not as terrible as it seems, you just have to introduce the SMarketing technique.

As it says, SMarketing is the union of sales (sales in English) and the marketing area, and the only purpose it has is to improve the processes to increase the income of companies, because according to the State of Inbound 2017 report in Latin America, only 21% of marketing and sales teams work in alignment.

To start, we will tell you how you can improve your leads with this change in strategy.

  1. You must establish a meeting where the two areas can establish joint goals.
  2. Basically, marketing should state how it wants leads and sales should suggest how to find them.
  3. They must define the buyer persona together.
  4. Automating management allows for a much more effective system.

As a result, the registrations will be more qualified and there will be no time wasted on leads that are not going to become customers.

Now, another key point to increase your quality leads is that sales and marketing must share the same funnel that is defined in six stages:

  • Prospect/Visitor and Lead: These are the responsibility of the marketing team.
  • Marketing Qualified Leads (MQL) and Sales Qualified Leads (SQL): that is, the potential customers and those who are closest to the purchase. This section is the responsibility of both teams, sales and marketing.
  • Opportunity and client: It is the responsibility of the sales team.

As you can see, each team continues to have individual responsibilities due to the expertise of each one, however, at the midpoint of the funnel they come together to pool their knowledge and teamwork is reflected there.

In this way, the achievement and profiling of leads is much more effective and work times will improve substantially. Now, if you want to delve into how to make an effective campaign, you can learn about our success story with Turismo al Vuelo, who increased their sales by 60% in one year.