Oftentimes marketing, sales and customer service departments work in silos: they’re each focused on their individual strengths, leaving little understanding of the process happening at neighboring desks. While encouraging teams to focus only on their strengths is a great way to boost productivity, it’s also an easy way to create roadblocks on the way to launching a new product or service. A successful environment breeds collaboration amongst the marketing, sales and customer service teams to address all of the key issues in a customer’s buying journey.
Startups today know this well – when teams wear multiple hats the pool for collaboration is greater. Bigger businesses, on the other hand, can delineate roles more clearly, but still find themselves missing one key element. Inter-departmental collaboration.
“Today, businesses are competing on customer experience, and when these three teams are working together, brands can give customers a consistent, intelligent experience across all touchpoints.” Salesforce, states.
What does a consistent, intelligent experience across all touchpoints look like?
Marketing: Bringing Fresh Ideas to Customers
A customer’s journey is made up of a lot of small steps or actions taken over time. Their journey often begins with the marketing team – the innovators generating buzz and creating new leads. Through clear branding and intentional advertising, this is how your customers will come to learn about you.
One way to provide a consistent, intelligent experience, create a solid customer journey and set everyone up for success through collaboration? Sales calls.
“Marketing is all about knowing your audience, and taking sales calls allows you to get to know them first hand.” Alex Avritch, Director of Marketing at CLASH Scavenger Hunts tells Hubspot. “After a week of taking the occasional call, I felt like I knew our clients personally and that I could better target their needs in our initial online touches.”
Sales: Generating Customer Interest
The next touchpoint for your customers is the sales team. These professionals know customers intimately – they’ve heard their stories, and have even gathered information about their interests.
“Often, organizations whose marketing and sales team have ineffective communication find that their buyer personas do not line up with their target audience,” Lori Mankin for Bloomfire writes. “Collaboration between sales and marketing helps marketing generate content that will capture the audience sales is after.”
Mankin highlights a key aspect of every business’s sales funnel: the audience. Taking everything the sales team has learned about your target audience, the marketing team can better understand what motivates your customers and devise a strong plan to bring new initiatives to market. That makes the sales department the key to knowing what upcoming products or services will be of interest as well as what deals are currently hot amongst your business’s highest buyers.
Customer Service: Improving Pain Points
Finally, the customer service team is the gatekeeper of your customer’s innermost frustrations. They’re the ones who will tell you what improvements or changes they’d like to see in future updates or even what new products or services your customers would like to see come to market.
As the CRM software company, Clientsuccess, explains, “Unless you’re in tune with how your customers are using your product to solve real daily problems, there will be a lack of clear direction and focus to your marketing strategies and campaigns.”
The process comes full circle with the customer service team. Through open dialogues and meetings, the customer service team can share with the marketing and sales departments what they’ve found has worked or hasn’t worked. This starts the process all over again, creating better strategies for both marketing and sales.
Pulling All 3 Together
Working together, all three of these teams can create a powerhouse that streamlines upcoming offers. When marketing, sales and customer service collaborate together, they help each other develop better processes and systems.
For marketing that means getting a deeper understanding of who their customer is on a personal level – outside of the data and crunched numbers. The sales team receives a clear buyer persona, and content that is relevant to the audience they’re directly working to capture. Finally, the customer service team helps guide the marketing and sales teams on effective strategies and upcoming campaigns.
All three create a consistent, intelligent customer experience that smoothly drives customers down every bend in their journey – breeding success for everyone on your team.