Australian businesses are plagued with the ultimate political divide. The operations chasm between sales and marketing seems to be an accepted hassle, for unknown reasons.
There is little reason why marketing cannot be turning out productive lead generation and sales can be thriving off these rather than wasting time on low-percentage cold calling.
Online optimisation of marketing collateral is no doubt something you have heard of enough times but the physical boundary of managing two almost mutually-exclusive departments is the deep down challenge.
But they are working for the same company so why is there always a problem? This question is commonly asked and we have one basic suggestion for any marketing manager who finds it impossible to resolve.
Remove the political problem from the organisation by putting it into the hands of an external operator.
It can be fairly simple. By calling in a third party equipped to supply various services and technologies which iron out all the sore spots in the system, things become much smoother as Marketing then gets to concentrate on developing leads of more substance and Sales finds its cold calling duties begin to whittle down.
But it does involve a bit of a repositioning of people’s duties; not much, just a little. Mainly because marketing for lead generation has changed so much but much of it is wound around online optimisation it’s not physically evident like an old fashioned billboard or an expensive yellow pages advertisement.
If you are starting to get the gist but prefer more explanation of how it fits together, why not download our e-book here. It’s free and, more importantly, straightforward and in plain English!