Although progress is being made, there remains a divide between the sales and marketing teams regarding the quantity and quality of leads. While sales yearns for more leads, marketing focuses on delivering high-quality leads. This conflict threatens to disrupt the harmony.

In an effort to resolve this issue, Mike calls Suzanne and Mart, the Sales Manager, to his office. During the conversation, all experiences and frustrations are brought to light, and all parties acknowledge the need to find a good solution. Suzanne then presents a preliminary proposal: “If we thoroughly analyze the online behavior of our potential customers, my department can create universal customer profiles. This way, we can automatically guide you to the most promising leads at the right time.”

She pauses for a moment, takes a deep breath, and continues, “We need to work together as one well-oiled team to benefit from higher-quality leads, real-time prospect profiles, and personalized emails. You’ll see that the conversion rates will skyrocket.”

Mart nods but remains silent. Suzanne holds her breath. This was a bold proposal, and given the current dynamics between marketing and sales, it’s uncertain whether Mart is on board. But that seems unwarranted. Mart’s expression brightens completely, and he enthusiastically says, “That’s a really great plan, Suzanne. Let’s do this!”

Mike is also sitting at the table with a grin, noticing the renewed confidence between Suzanne and Mart. He encourages both parties to go all in.

As the new approach becomes more established, Suzanne realizes that attracting visitors to the website and other digital channels was a crucial first step, but the ultimate goal has always been to convert these visitors into loyal customers.

With the aim of optimizing conversions, she takes the initiative to organize a workshop for the combined Sales and Marketing team.