B2B Sales and B2B Marketing – Straighten Out Their Versions of the Client

When marketing and sales clash, it’s always due to having a different version of a single client. It’s like the less extreme version of various groups have differing views on a historical person.

 

Take Martin Luther King Jr. On one hand, he was popularly known for being a champion of civil rights and the national hero for all African Americans. On the other hand, he’s also criticized for his allegedly communist ties and his more controversial ideas of pacifism.

 

Fortunately, the divide between your sales and marketing divisions need not be as drastic. As a business leader, there is indeed a way to make them get along and unify their differing versions of a prospect’s story.

 

The Sales’ Version

 

Sales concentrate mostly on direct and short term methods, providing specific services and products that match with their customer’s needs, allowing them to push up their sales more frequently. Their approach is usually one-on-one focusing on narrower concepts. This gives them a more concrete presence, which is important because they’re the ones who will be presenting directly before the prospect. Simply put, they emphasize the company’s perspective on them.

 

The Marketing Version

 

Marketing is mostly on understanding the customer’s inside point of view. Their strategies focus on determining the customer’s habits throughout the sales process, pushing them forward but not as direct as sales. This method also allows a broader perspective that can help form a long lasting, relationship with their customers while building the company’s brand name.

 

Making them get along

 

You already know very well that marketing can’t survive without sales and vice versa. Marketing makes for a better first contact because prospects are considerably more open to them (whether they know it or not). Although, this makes them less capable of completely making a sale because being too forceful can send a prospect running. Sales on the other hand can zero in but are at high risk of losing if they rely only on the details they’ll get out during direct conversations with a prospect.

 

Yet as you can see, despite the contrast, they’re starting to complement each other. The trick is not to emphasize the differences in their systems. It’s to tie one group’s weakness with the strength of the other. This will help improve not only the outcome of your sales but to your interaction with your customers too.

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