Integration is a current buzzword, but what does it actually mean for your sales and marketing team?

Sales and marketing both share a common goal – revenue. Yet, often there is a whole host of squabbling that goes on between the two in order to find a way to bring revenue in. This is an age old rivalry, a misalignment that costs B2B companies 10% or more of revenue per year.

Once sales and marketing teams have decided on an idea to run with, they often quickly unravel. 60-70% of B2B content created is never used, often because the marketing team lack the intimate buyer knowledge that sales teams are party too. Even more frustratingly, 79% of marketing leads never convert into sales because they aren’t passed on at all, they aren’t properly followed up or the leads aren’t validated before being sent across.

It’s seemingly obvious then that it is about time that Sales and Marketing teams joined together in a merry dance of integration – businesses with aligned sales and marketing teams achieve 207% higher revenue compared to those which are disjointed and out of touch.

The solution:

  1. Make sure that your sales and marketing teams are working together

For every client, both sides should be able to offer their expert advice as each can bring different skills to the table. Your sales team will often have personable skills, giving them the upper hand when it comes to actually closing leads. However, your marketing team are there to entice those leads in to begin with, using targeted marketing based on their in-depth market research. It is important that teams are on the same page and share an awareness of the client’s needs.

  1. Be transparent

Make sure that each team has access to, or a clear awareness of all that will be happening during a client’s campaign. Have your marketing team share social plans or ask the sales team to proof read blog posts, for example – they may have suggestions on how to keep clients interested during the nurturing process. And vice versa, share call scripts with your marketeers, they may be able to offer more engaging conversation suggestions.

  1. Evaluate results together

Learn from what each team has done well and what you can collectively improve on. Using data from past campaigns will allow you to best assess this. If a referral scheme didn’t work on a previous campaign, why was this and is it a good idea to use it on a similar one in the future or should both teams look at alternative messaging or ways in which the referral scheme is presented? At the end of the day, both teams are here to make money, so each team should have input on how best to do it.

  1. Get to know each other

It sounds almost too easy but how can a team be successful and integrated if none of them know anything about the other? In talking, each team will find out how the other works and who is best to go to for certain tasks. If you allow your teams the opportunity to share common ground and build working relationships and friendships, they are more likely to be motivated and produce work of a high quality.

At Air Marketing Group, we understand the importance of integrating sales and marketing. Within the group we have two brands, Air specialising in business development and inside sales alongside Roots to Market who specialise in Marketing and Demand Generation services.

If you’re looking for a fully integrated sales and marketing experience then get in touch, call: 0345 241 3038, or email:


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