Posted on | March 18, 2011 | 1 Comment
As a follow-up to Elliance’s appearance with DataBanque at the Washington County Manufacturers’ Association meeting recently, we invited Cathy Brennan of DataBanque to be a guest blogger here. Below, she shares an interesting perspective on the “Marketing – Sales Relationship.”
The relationship between Sales and Marketing – especially when it comes to lead handling – has always been tenuous. But it really needs to be strong and collaborative if a company is going to be successful in streamlining its seed-to-lead-to-conversion process.
In fact, sales and marketing should work like a Moebius Strip.
What’s a Moebius Strip? If you don’t know, click here to see a video on YouTube. The person in the video does an excellent job of demonstrating how to make a Moebius Strip and all the fun things you can do with it. (All you need is a wide strip of paper, a Sharpie marker and a pair of scissors.)
The Moebius Strip basically represents infinity, a single continuous-loop plane, one side, one boundary. In contrast, too often Sales & Marketing operate like two gerbils running around two entirely separate, non-intersecting wheels.
This can be corrected by giving special consideration to integrating and smoothing out – kind of like the Moebius strip does — a few simple processes so that they flow easily between marketing and sales in your organization:
- Lead Creation – Marketing
- Database Management – Marketing
- Lead Qualification & Prioritization – Marketing
- Lead Nurturing – Marketing
- Lead Dissemination – Marketing to Sales
- Lead Outcome and Accountability – Sales to Marketing
Managing your marketing database, capturing and qualifying leads, distributing them to the sales force in a timely manner, making sure the follow-up happens, tracking and recording the results: This is the stuff that can seal the deal on your company’s success.