Changes to how consumers purchase, particularly due to the internet, has caused a need for sales and marketing to become more customer-centric and work seamlessly together.
Facts
According to the Aberdeen Group, companies that optimise the sales and marketing relationship grow revenue 32% faster.
In addition businesses with unified sales and marketing teams enjoy 38% higher sales win rates, 36% higher customer retention rates, and generate 208% more revenue from marketing, according to MarketingProfs.
Why?
The main reason is that customers now on average complete up to 70% of their purchase decision-making process online without the need to talk to sales. In some instances, they do not ever talk to sales as they complete their purchase online.
It means that today, marketing is for the first time 70% of the sales process for many businesses. Whether it is 25% 50% or 70% depends on the customer. They decide at what stage in the process they wish to engage with sales.
Conclusion
Sales and Marketing should both work towards the same goal: securing business and helping their company to grow.