For many companies, there's at least some sort of disconnect or gap between the marketing team and the sales team's expectations of one another. If you're experiencing this friction, this article will show you how to use live chat to bridge the gap.
Sales and Marketing Synergy Through Live Chat
Sales and marketing– it's the age-old tug of war. Both sides are passionate about what they do and challenge the other to rise to the occasion. Marketing is doing all they can to bring in potential leads, and sales are doing all they can to turn them into customers.
Using live chat in the right way can create a powerful bridge to connect your sales and marketing team, allowing them to work smoothly, synergistically, and more profitably than ever. Here's how.
Is There a Disconnect Between Sales + Marketing?
Firstly, let's address the elephant in the room: most sales and marketing teams have at least a little bit of friction between one another. But where there's friction, there are sparks. It usually means they're both making things happen.
This isn't always a bad thing as it can act as a sound system of professional checks and balances– but when the gap grows too large, it can be severely detrimental for both sides. It can harm productivity, lower morale, and even hurt revenues.
It's important to remember that marketing and sales each have a different approach, a unique skill set, and method of getting the job done. With a common goal of delivering revenue for the business, each function plays a vital role - but often, one department's success is dependent on the other.
In many companies, each team– sales and marketing– works in silos, laser-focused on their own goals.
When this occurs, it can be easy for each team to get comfortable and not challenge the status quo. And when you're not challenging the status quo, things can get stale or even decline.
Do any of these sticking points resonate with you?
Sales vs. Marketing - The Challenges
In sales and marketing, both teams are putting forth their best efforts to do a great job– but depending on which side you're on, there can be challenges seeing it from the other team's perspective.
If you're in sales, you've likely gotten a list of leads from the marketing department. Whether it's from webinar sign-ups, social media, or paid ad campaigns– in their mind, they are handing you 30 brand-new leads to follow up with.
The issue with this is that of the 30 leads handed to you, several were just a little curious but not in the market. Others were interested in the content but did not have the right buyer personas. Some were maybe even competitors who were doing some research and checking up on you.
Indeed, there will be some solid prospects in the list as well– they won't all be bad– but here's where a challenge often arises. Of the 30 "leads" you were handed, only 5 truly marketing-qualified leads (MQLs) were actual prospects you had a true opportunity to sell to.
So marketing is upset that you're "burning through leads," and you're upset that you're wasting your time while you could be prospecting new and more qualified leads.
If you're in marketing, you're working hard to generate as many qualified leads as possible for the sales team using various channels. And any marketer working today knows how saturated the market has become. You're constantly trying to think outside the box to cut above the noise and capture the attention of as many prospects as possible.
So, in addition to some marketing staples such as paid ads, social media, and email blasts, you're trying to develop new ways to get leads. This includes driving new kinds of traffic directly to your website, coming up with new downloads such as eBooks and case studies, and creating online content such as webinars and podcasts.
You also use data to decide what actions should be taken, so once you generate a good number of leads and hear sales feedback that they aren't the best, that's where there's discontent.
As a marketer, you're constantly pouring over data and using those insights to decide precisely what marketing actions should be taken. Your marketing efforts take time, thought, and energy to do properly, so it can be disheartening when you hear that the sales team isn't closing the leads.
It can be frustrating to hear feedback from the sales team that the 30 leads you generated "were not good,"-- and to make matters worse, it can be disappointing to learn that some folks on the sales team aren't following up with every lead they're given.