All Together Now

All businesses know that is imperative to have marketing and sales familiar with all of the features, benefits, uses, and details of their products and services.  Certainly, before these departments can sell to customers outside the company, the products and services need to be “sold” internally.    This is part of marketing and sales training.

But it does not not end there.  For a business to successfully sell its wares to customers and prospects, it needs to sell it internally to other departments, as well.  Because customer contact does not begin and end with marketing and sales.  All departments need to be singing from the same page.

First of all, it is not typically marketing or sales that answers the phone or the email when customers have questions.  So customer service needs to have a firm grasp of the details of each product and service in order to sufficiently answer those questions, and even upsell or cross-sell an appropriate product.

If there are technical or workability issues with a product, the customer support staff not only has to understand how the product works, but how the customer wants it to work.

And how about finance?  The folks who handle the money need to understand the value of the company’s products or services to the customer, and how they use them.

And it looks really bad if the executives don’t have a firm grasp of the finer points of the business’ offerings.  They are the ones out there, being the face of the company, getting interviewed or representing the company in public forums and events.

Bottom line, someone in your organization has to be part choir director and part diplomat to get everyone singing the same tune.  It isn’t easy, but it is necessary.  Now, a-one and a-two…

— Lisa Dennis

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2 Comments

  1. Posted June 29, 2011 at 3:48 PM | Permalink | Reply

    I concur with this imperative. The sales and marketing relationship is the toughest to overcome as walls have been established over many years based upon not understanding each others role and responsibility.

    If they could agree and work together, the other functions would likely take their example.

  2. Posted June 29, 2011 at 11:46 PM | Permalink | Reply

    Thanks for your comment, Brian. I think the compensation models have a lot to do with the barriers between sales & marketing.

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