What Connects Sales to Marketing and Leadership? Sales, Marketing and Leadership are the pinnacles of a successful business. Generally speaking, one cannot survive without the other two.

Sales and marketing are often linked, especially so since marketing can lead to potential sales. Both are almost two sides of the same coin and are strategies that come together to make money. However, both sales and marketing are also quite complicated.

No matter how experienced your team is, there are many different elements that go into a successful sales or marketing campaign. Sales, for example, relies on experience, relentless patience and experience in customer relations or business overall.

Marketing – especially online marketing with social platforms – relies on constant expanding know-how in regards to the online world, from new social media platforms popping up to varying SEO trends.

Therefore, good leadership also needs to be put in place for your sales or marketing to grow. Leadership is important to ensure a team works together to stick behind their strengths and try and overcome their challenges. It’s also important to lead and encourage a team to make sales and not give up when they struggle.

There’s also the issue of money! Although sales and marketing are both put in place to make money by raising brand awareness or completing the sales funnel, often many companies need to invest in different tools or resources to make that happen.

Let’s take a look at each of these areas of business in more detail.

What Connects Sales to Marketing and Leadership?


1 The Basics of Sales


Unless you work in business, you probably don’t know too much about selling methods, other than how easy it is to purchase an item in a shop for example! Many people are unaware of the time and effort that goes into selling, especially in B2B businesses.

A sale refers to a potential customer purchasing either your products or services. Making sales is an essential part of any business to stay afloat and continue to grow! In turn, it also allows the business to then invest back into their staff force and expand it for a future business strategy.

Selling can be done in a number of different ways, from picking up the phone to a consumer already browsing your website or showing an interest, to reaching out to previous customers. Often, the sales process can be a long process based on a happy customer or consumer interactions – as well as selling experience!

In these modern times, a lot of selling is also done online, be that through an online shop or e-commerce website.

It’s important to remember that as a whole, sales has changed a lot since back in the day. Although many of the processes may be the same, the tools and resources have changed and probably will continue to do so. A good sales team will move with the times and be willing to work with marketing executives to achieve their sales and marketing goals.


2 The Basics of Marketing


Using a digital marketing platform is a great way to raise awareness of your brand and potentially make sales too. Online marketing is extremely important in this day and age – if your company doesn’t have a website or social media, you may lose a customer!

With marketing, it’s important to make sure your website is SEO accessible and filled with various different types of content. A digital marketing team will also ensure they have a marketing strategy across social media platforms too, such as Facebook, Twitter, Instagram and LinkedIn.

LinkedIn is especially important for B2B businesses!

Marketing leaders will also insist that consistent experiences of engagement is also important, whether that’s replying to comments on Twitter or sharing other user’s sector-specific content on LinkedIn. Keeping your different social media channels constantly up to date is important.

Using a digital marketing platform or different social platforms is also a great way to make sales. You can use different social marketing platforms to announce product launches, promote product reviews and share discounts.

Email marketing is also a great way to ensure people are aware of your business and products. This too can lead to further sales – occasionally marketing executives can make sales this way, even if it isn’t in their original marketing goals!


3 The Basics of Leadership


Leadership is very important in business. A good leader can make or break a team!

Both marketing and sales teams struggle from time to time, whether that’s from lack of motivation or lack of success. That’s why it’s important to have a good leader in any business. Essentially, you should try to have a sales leader and a marketing leader too, as both have different skills and backgrounds to bring to the table.

For example, a sales leader can help with sales roleplay, give their team realistic targets and help them reach their goals with rewards. They can also keep an eye on customer relationships and great customer service when their team liaise with a consumer.

On the other hand, a marketer leader can help analyse what may have gone wrong with the use of Google Docs and different resources, keep on top of training their team about the various trends in marketing and bounce ideas off their marketing team. A marketer can be quite creative too, so it’s important that the team are always able to explore ideas together. In some teams, a marketer may even have a leader for different social networks, as each one has so many different elements to it!


Delegating Time – Sales to Marketing and Leadership


As a leader, delegating time is also very important. No person will ever have the time to deal with both customer relations/selling and marketing. We all know how long it takes to make a sale – from trying to find high quality leads to trying to get through to the right person or decision-maker.

In terms of marketing, it can take a long time to even research and get a month’s worth of content scheduled in advance.

That’s why it’s important to have a leader to ensure each marketer or sales rep concentrates on what they need to do rather than waiting more time.


Using Data Dive


Many of our customers invest in Data Dive, which is the answer to delegating time and finding leads. For example, Data Dive offers:

  • Access to over 400 million GDPR compliant data records, including emails and direct phone numbers
  • The data of the exact people you need to talk to which avoids wasting hours on the phone trying to get past gatekeepers or receptionists
  • It also includes access to email addresses which are 97% guaranteed to hit an inbox
  • This tool helps you target the right people with 16 different data points

For your marketing decision-makers, Data Dive also offers a marketing hub of helpful information:

  • Social media handles, websites and links
  • The ability to help run email campaigns and retarget your paid efforts across all data
  • The ability to link the tool up to LinkedIn campaigns, Email Sequence and B2B telemarketing

In some ways, investing in a tool like Data Dive may take care of some of the top priorities a leader usually offers, like leading their team efficiently and helping them target the correct people.

It certainly saves time in the long run!

But, as always, leadership is important to help with looking after a team and helping them build on their skills.


 What Connects Sales to Marketing and Leadership?


We’ve already established that these three very important areas of business cannot effectively run without each other.

Sales teams need leadership to help with motivation or learning new sales processes, whereas they rely on a marketing team to build a great website where sales can go ahead or the company can raise brand awareness.

Marketing decision-makers may gave a lot of experience with any given digital marketing platform. Any digital marketing platform can lead to sales or leads – but marketers rarely ever have experience in sales too. They rely on their sales team in a variety of different ways.

Both sales and marketing cannot survive without some form of leadership – at least not for long!


In Conclusion


All three elements are essential for growth of a company. Growth is what connects these three different teams and inspires them to work together, move forward and bring in sales. A company cannot survive without growth.

Even if you are a small business with one sales rep and one marketing executive, if they work together efficiently with a great leader, you will see growth. As you invest in more staff and further training, sales reps will be able to learn new skills and find better leads. Marketers can bring in additional staff to focus on different areas of marketing (SEO, Google AdWords, social media).

As the business grows, so will your need for a more successful leadership, marketing and sales team. The more the business grows, the more money you’ll bring in.

You just need to remember that each team work together to help with this growth. Where one team may have challenges, the other may succeed. A sales rep may be able to share fantastic advice on copy that marketers write to sell a product online. A marketer may be able to keep leaders up to date with all the different marketing trends. Leaders can look after both teams and help them grow not only within themselves, but as a company overall.

Sales, Marketing and Leadership are three elements of business that must work together for the growth of your company – and it’s success.

If you manage to find a successful team for each, then you’re on the right track!

Also, you may find useful:
What Connects Sales to Marketing and Leadership?
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What Connects Sales to Marketing and Leadership?
We take a look into what connects Sales to Marketing and Leadership? How is this relevant for your business and how it can improve your sales.
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Collate Systems Ltd
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