To understand how the marketing and sales team should work in tandem, it’s important to define what is known as the buyer’s journey, or the buying funnel.
In short, the buyer’s journey depicts the progression from the customer identifying a problem to the point where they make a purchase decision intended to alleviate that problem.
A marketing-qualified lead (MQL) is a potential customer that is at the start of the buyer’s journey. They can be targeted by techniques derived from the company marketing team.
A sales-qualified lead (SQL) is a potential customer that can be considered as ready to communicate with the sales team. These customers are at the sales part of the buyer’s journey.
The steps on the buyer’s journey should have as smooth of a transition as possible. It’s therefore crucial that the marketing and sales teams communicate clearly.
Together, they must decide what steps a lead needs to take, like performing an action on the company website, in order to advance to the next stage.
The goal is to have all of their issues addressed and their mind at ease.
Modern times have completely transformed the whole process of marketing and sales, as today nearly everyone uses the internet to research the products they’re buying.
It’s often the case that they complete the entire buyer’s journey without even looking away from a computer screen, or a phone display, as of recently.
This is why marketing and sales should be considered inseparable.
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