An October 2011 survey by the Association for Information and Image Management (AIIM), found that more than 60% of companies who invested in collaborative software experienced improved knowledge sharing and communication between their marketing and sales teams.
Those are some impressive statistics and we’ve seen many blueKiwi customers achieve same results. Let’s take a look at how an enterprise social network can get your sales and marketing teams on the same page and speaking the same language.
#1 Problem: Poor Communication
The main reason why sales and marketing don’t always connect is poor communication. They see the world differently; one group is tasked with creating opportunities and the other with converting those opportunities to sales. Although they share a common company goal (increased revenue), each group still has its own agenda, objectives, and responsibilities.
For sales and marketing to work in harmony, grow the company bottom line, and reach their own objectives, they have to communicate better, provide feedback and input when needed, share ideas, give guidance, the list goes on.
A Typical Sales and Marketing Problem
The sales director tells the marketing director that ABC Company would make a great case study and asks for marketing’s help to pursue it. A marketing manager is assigned to the project and tasked with connecting with the appropriate sales person to follow-up.
Before our marketing manager can write the case study, she needs some basic information: who is the customer contact? What is their role in the organization? How do they use the product? Why are they a product success story? To get answers, she needs track down John, the right sales person, for 30-minute conversation.
Like most sales people, he travels a lot, so communication takes place through emails and voice emails. In the back and forth, he’s given her a few answers, but not everything she needs to complete the case study.
Time passes. Our marketing manager moves on to other tasks and the sales person is busy closing deals, and the ABC Company case study falls off the priority list. Meanwhile, the marketing director assumes it’s in process, and the sales director figures it’s already written.
The reality is it will be a few months before anyone realizes that the case study is not complete, and quickly after, the finger pointing starts.
Open the Line of Communication
An enterprise social network opens the line of communication with a virtual conversation. Sales and marketing teams based in different offices or time zones can come together in one social workplace and stay in constant contact. Communication is simple and they get instant feedback. Information is exchanged with familiar social features like conversation streams, discussion groups, polls, surveys, and Wikis. If there is a communication problem, issues can be aired and resolved quickly and efficiently.
Break the Sales vs. Marketing Mentality
With common activities, shared calendars, and tasks occurring in a social workspace, an enterprise social network makes it easy for sales and marketing to collaborate. And because they have established an open and ongoing dialogue, the communication obstacles to completing our case study example disappear.
Enterprise social networks create an environment where teamwork can thrive. With improved collaboration, marketing can provide sales with the tools they need — and sales, in turn, can provide marketing with the feedback they need to improve their lead generation activities. It’s a win-win for everyone.
The Power of Communication and Collaboration.
When you open the lines of communication between sales and marketing, your entire organization benefits. Their collaborative work can push your business forward with better quality content, better quality leads, and ultimately, better quality deals.
With an easy way to connect and work together, an enterprise social network is the bridge that can unite these teams. So tell us, are your sales and marketing teams getting along? If not, maybe it’s time to give them a new way to work together.