Road tripping with Marketing and Sales

I’m going to go out on a limb here and say the relationship between Marketing and Sales may be the most important dynamic within an organization. I have been in environments where that relationship clicked, regardless of the ebb and flow of business and others where it’s more awkward than a dysfunctional family Thanksgiving dinner. When it’s the latter, to say the least, it’s not fun. In many cases, the directorial tone is determined if these pillars of an organization stand parallel.

An easy way to cultivate a relationship is to shove two adversaries in a confined space for a long period of time. Sometimes you just need to spontaneously scream ROAD TRIP, jump in the car and move on down the road.

Here are a few tips to make that road trip a fruitful summer trip:

Setting the destination:
You’re aren’t going anywhere if you can’t decide on the destination. Objectives for Marketing and Sales need to be clearly defined and match to drive the business forward. While there may be different routes to get to the destination, until you set the same target, you will drive in circles.

For marketers, read a recent post of mine; Do Not Follow “Best Practices” For Your Marketing Metrics for a deeper dive into setting a direct route for your measurement plan.

Split driving:
On a long trip, you need to share the responsibility of driving but also be comfortable which each other at the wheel. It is not efficient for one partner to dominate. Valuing what each partner brings and collaboration on use of resources makes the work easier but arguably more important, more fun.

Agreeing on music:
The playlist or station is vital to an enjoyable trip. It sets the vibe internally and if you are in my Wrangler, externally too. Both parties need to advocate in the same way on the internal culture and external brand of the organization. Take down the top, crank the stereo and strain your speakers. The destination will come and go, but the drive will always be there. Whether you are currently driving in circles or are in the fast lane, enjoy the ride.

When the rubber hits the road, aligning your Marketing wheels with your Sales wheels will create maximize traction and ensure you are driving straight. While these pillars of the organization may offer different routes to get to your goals, having the same objectives will get you there more quickly. Realizing that “splitting the driving” creates a collaborative culture and not forgetting to “agreeing on the music” is what determines the tone of the office.

If you have any tips to create the best road trip, leave them in the comments.

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  • […] I’m going to go out on a limb here and say the relationship between Marketing and Sales may be the most important dynamic within an organization. I have been in environments where that relationship clicked, regardless of the ebb and flow of business and others where it’s more awkward than a dysfunctional family Thanksgiving dinner. […]  […]

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