Are Sales and Marketing Working Together?

By Allan Berger, Berger Business Advisors
We have seen countless examples of uncoordinated sales and marketing activities resulted in wasting both time and money. Here’s one example. A company exhibits at a trade show. Leads are collected but not distributed to sales reps until long after the trade show ends. By the time the sales rep contacts the attendee, the attendee no longer remembers why they were drawn to the company’s exhibit. How does this happen? It is easy to understand when sales and marketing are not working in harmony.

In an ideal world, both sales and marketing report to the same person. That person’s primary responsibility is to ensure that both functions coordinate their efforts. However, if that is not the case periodic planning and status meetings can help minimize waste.

Start with an annual sales and marketing plan. This plan should reflect the sales and marketing activities which will assist sales in meeting their annual goal. Specific actions and responsibilities and dates are assigned to the sales and marketing groups. Each marketing activity should be coordinated with specific sales activities.

As an example, exhibiting at a trade show creates a new opportunity to contact prospects and customers. The reasons to exhibit at a trade show are numerous. They include:
• Creating awareness that your company is a force in that industry
• Announcing new products and services
• Gathering new leads for potential customers

To get the most value from this marketing event, an upcoming trade show should be preceded by a digital marketing campaign promoting the organization’s participation along with individual emails and phone calls from assigned sales reps to specific prospects and customers. The reps should share how the show will help the client or prospect.

During the trade show, the personnel assigned need to capture information that would be helpful to a sales rep assigned to follow up after the show. Useful information includes attendee’s area of interest; best time to contact, other contacts in attendee’s organization, etc.

After the trade show, follow up with attendees should be done as soon as possible. A lead loses value quickly after a trade show. There should be a follow up email to attendees thanking them for coming. A separate email should be sent to prospects and customers telling them what occurred at the show. Sales reps should follow up with individual phone calls and emails. The reps should share details about the show and highlight specific activities that would be of interest to the customer or prospect.

Maximizing the value of exhibiting at a trade show takes a coordinated effort between marketing and sales. If their efforts are not coordinated, the company loses. Lots of time, effort, and expense are needed to exhibit at a trade show. Much of the value is lost if the sales organization does not follow up on the leads generated in a timely manner.

Could your organization improve its sales and marketing effectiveness? Contact us for a complementary consultation:

​Allan Berger
Principal
Berger Business Advisors
aberger@bergerbusinessadvisors.com
(973) 714-8606
www.bergerbusinessadvisors.com