Episode 2: Collaborating with Marketing
An atmosphere of excitement and renewal hangs over the company. Mart and Suzanne join forces and are putting everything into strengthening the collaboration between sales and marketing. The tensions that once existed between the two departments are gradually being replaced by a sense of shared goals and mutual understanding.
Mart remembers well how there used to be regular discussions with the marketing team. He often wondered why so much money was spent on dazzling campaigns that didn’t seem to result in tangible profit for his sales team. He advocated for a more focused approach with an emphasis on attracting leads that would actually convert.
On the other hand, Suzanne was always convinced of the power of appealing campaigns. Her foundation was the strength of branding and building an emotional connection with potential customers. However, she also listened to Mart’s feedback and that of others in the sales team. She acknowledged that beautiful campaigns were not enough if they did not lead to concrete results.
Combining forces in this new approach is a logical step. Mart and Suzanne now hold regular meetings where they share each other’s ideas and strategies. Suzanne lets Mart take a look at her market data system. “Look, our target audience is mainly on these media channels, and here is an overview of their interests and frequently visited websites. If we strategically combine this, we’ll create a message that is sure to generate new leads and that you in sales can work with.”
“But,” says Mart, “we need to keep a close eye on ensuring they don’t drop off again. I can show you in my system where previous leads have dropped off and why. We need to not only attract them with our campaigns but also keep their attention to turn them into customers.” Suzanne listens attentively to his insights, and together they brainstorm ways to improve the conversion rate.
The fruits of their collaboration soon begin to show. The gap between sales and marketing is shrinking each week as the teams gain a better understanding of each other’s work and challenges. Gradually, a sense of mutual appreciation emerges. The company experiences a new dynamic, where the two departments work together like a well-oiled machine.
With Mart and Suzanne serving as bridge-builders between sales and marketing, the company is heading towards a promising future. The tensions of the past have been replaced by a shared vision and a new sense of partnership. As they continue working towards their common goals, the realization grows that when sales and marketing collaborate, the possibilities are endless.
