Morris County Chamber of Commerce
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MCCC Blog

Click Here to submit an article for our blog. 
Note: The views and opinions expressed here are those of the authors and do not necessarily reflect the position of the Morris County Chamber of Commerce.

It Takes Heart

6/23/2022

 
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By Jennifer Musser, JLM & Associates Consulting

​Launching a business is an interesting, challenging growth experience. Thousands of books are available to read. Podcasts are plentiful. The internet holds a sea of information. Folks offer advice and opinions. Some want to see you succeed. Others, not so much. At the end of the day, none of that matters.  A founder chooses what they find.

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How Small Businesses Can Drive Traffic to Their Site Using Social Media

6/22/2020

 
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​By Rachel Durkan, Paradigm Marketing and Design
In this time of crisis as COVID-19 continues to unleash its wrath of financial, emotional and social disruption across the globe, businesses are looking for ways to remain relevant with customers on a reduced budget.  Today, more than ever, social media plays a crucial role in a business’s ability to connect with customers, as it offers an affordable path to engagement and lead-gen—if done right! 

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3 Steps to an Integrated Sales & Marketing Strategy

9/26/2019

 
Rachel DurkanRachel Durkan
Founder & President
Paradigm Marketing & Design
rjdurkan@paradigm-md.com
In the age of digital everything, the average consumer’s approach to buying has been completely reimagined. No longer do consumers react favorably to the once tried and true sales models of yesteryear, when sales teams would rely almost exclusively on tactics like phone calls and conferences to facilitate transactions. These days, the sales funnel is tied much more closely to marketing – a technique that aims to build and sustain customer loyalty by creating an inviting and engaging user experience at every touch.
 
When it comes down to it, sales and marketing have a lot in common, perhaps most notably that both directly impact lead generation and revenue. The biggest difference, however, is that marketing is defined as the process of getting people interested in the goods and services being sold, whereas sales refers to all activities that lead up to the direct selling of those products. The most successful businesses, therefore, are the ones that understand the nuances and are open to implementing a strategy that integrates elements from both sides.
 
What does sales and marketing integration look like?
Sales and marketing integration starts with collaboration. When sales and marketing teams work together instead of as separate entities, the sales process becomes significantly easier for everyone from start to finish. The marketing team’s job is to ensure that the consumer is already educated in your brand – and has had several positive touches related to the brand ­ – before ever making any sort of contact with a salesperson. This approach has been shown to make the sales process more likely to be successful and more efficient because:
  • There’s no confusion. The marketing team makes only promises that they know the sales team can keep, and consumers understand exactly what they can expect out of your brand.
  • Consumer needs are better met. The sales team works directly with consumers every day, which gives them unique insights into your patrons’ most pressing pain points. When your sales team shares that valuable data with your marketing team, the marketing team can repurpose it into strategies that will resonate more efficiently with your customers.
  • The lead process flows more smoothly. It takes a deliberately calculated approach to pull someone from “interested prospect” to “satisfied customer.” Often, marketing teams can help provide sales teams with the data and tools they need to help nurture customer relationships until a sale is ready to be made.
  • Everyone shares the same goals. The sales team’s goals become the marketing team’s goals, and vice versa – and that means that, ultimately, everyone is working toward the overall good of the company.
 
Sales and Marketing Integration: A 3-Step Process
At Paradigm, we believe that both sales and marketing should operate with the same two goals in mind: brand building and maximizing ROI. Many companies are at least familiar with ROI – measuring how much has been gained or lost on an investment, relative to the amount of resources invested – because those numbers are a direct indicator of the company’s overall profitability. But brand building – and measuring the success of a brand building campaign – can be much trickier, especially for small businesses. The effort usually pays off, though, because once a strong brand building strategy has been executed, your job as a marketer or salesperson becomes easier over time.
 
We measure brand building by identifying and then measuring Key Performance Indicators (KPIs), which can be things like email list growth with quality leads (example: if we grow an email list by 50% but see the open rate decrease significantly, we know those were poor leads); social media mentions, follows and engagement; and website hits, time spent on the site, etc. 
 
Once everyone is on the same page and working toward the same brand building and ROI goals, there are three steps to follow for effectively integrating your sales and marketing teams:

  1. Set Up Your Funnels
    Your marketing or sales funnel represents the ideal customer journey – from the awareness stage (when they are first learning about your brand) all the way to the purchase stage (when they buy your product or service). By defining each level of your funnel, both the marketing and sales teams can identify their roles within the process and what is required of them during each stage.
  2. Create a Cohesive Messaging Strategy
    Your business message should be concise and reinforced with every touch. If it is not communicated appropriately even one time – such as with a bad experience or via a grumpy salesperson – it can kill the entire process. By integrating your salespeople into your marketing efforts, it makes those team members equally as responsible for reinforcing your message as the marketing team members who wrote it.
  3. Intermingle Marketing and Sales Data  
    Marketing experts have found that it takes between nine and 13 touches to reach your audience. With no other qualifying information, it can be difficult to identify exactly which of those touches or actions closed a sale. But by combining sales data with marketing data and viewing both sets of data in relation to each other, you get to see a much fuller picture of what’s working and what’s not. 
 
Sales and marketing integration is a process that takes time; it’s not going to happen overnight. But once both teams begin working together to drive home your brand and maximize ROI, you’re likely to see significant improvements in your efficiency and effectiveness at closing deals.
 
For more detailed tips on how to integrate your own sales and marketing teams, contact Paradigm Marketing and Design today to schedule a consultation. 

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    Please Note: The views and opinions expressed here are those of the authors and do not necessarily reflect the position of the Morris County Chamber of Commerce.
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©2023 Morris County Chamber of Commerce  |  A 501(c)(6) nonprofit membership organization
  • JOIN
    • Become a Member
    • Premier Membership
    • Membership Inquiry
    • The Value of Membership >
      • Grow Your Business
      • Build Your Brand
      • Professional Development & Education
      • Government Advocacy
      • Community Outreach & Volunteering
    • New Member Survey
  • About
    • Chamber Team
    • Our Mission
    • Our President
    • Board of Directors
    • Morris Business Cabinet
    • President's Circle
    • Ambassadors Council
    • What Members Are Saying >
      • Share a Testimonial
    • Frequently Asked Questions
    • Forums & Committees >
      • Business Development Forum
      • Business Strategy Exchange
      • Health & Wellness Forum
      • Human Resources Committee
      • Not For Profit Roundtable >
        • Nonprofit Donations
      • Real Estate Forum
      • Sustainability Forum
      • Tech Trends
      • Women in Business Program
      • Young Professionals Forum
      • Monthly Agenda Submission Form
    • Code of Conduct & COVID Policy
  • Membership
    • Member Benefits
    • Member to Member Deals
    • Member Exchange Online Community
    • Member Marketing Opportunities
    • Grand Opening Support
    • Conference Room Usage
    • Member Referral Bonus
    • Connect to Morris Job Bank
  • Events
    • Chamber Event Calendar
    • Member Events Calendar
    • Signature Events & Programs
    • NFP Nominations 2023
    • Not For Profit Conference Scholarship App
    • Golf Committee Volunteers
    • Golf Donations 2023
    • Submit an Event Idea
  • Directory
    • Searchable Business Directory
    • Member Spotlights
    • Nonprofit Organizations >
      • Not for Profit Spotlight
    • Legal Resources >
      • Employment Law
      • Commercial Services
      • Business Representation
      • General Legal
    • Enhance Your Directory Listing
  • News & Info
    • Certificate of Origin
    • Business Resources
    • Chamber Magazines
    • News Around the Chamber >
      • Around the Chamber Archive
      • Submit a Press Release
      • Submit a Neighbors Helping Neighbors Story
    • MCCC Blog >
      • Contribute to Our Blog
    • MCTV Let's Talk
    • Actionable Advice Video Library
  • Programs
    • Economic Development Corp
    • EDC Business Counseling
    • Public Policy Series
    • Leadership Morris >
      • Leadership Morris FAQs
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      • Leadership Morris Program
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      • Renew LMAA Membership
    • Women In Business >
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      • Women in Business Executive Round Table
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    • Entrepreneur Round Table
    • Intern Morris >
      • Available Internships
      • Hiring An Intern?
      • Hire an MCVSD Intern
    • Thrive Morris
  • Member Portal