Shannon Simpson, Digital Marketing Specialist (DuraTech) and Nicole Kangos, Marketing Manager with Kendace Bonner, Marketing Intern (Snaptron) will host the U.S. Manufacturers and manufacturing advocates Twitter chat on the alignment of marketing and sales on September 16, 2021.
Topic: Strengthen alignment of marketing and sales
In a global market, we define top line revenue as total sales from the point of sale right down to the point of use. In order to increase sales, companies need to create a positive customer experience.
As your company grows, you need to make sure all the right players are aligned with the common goals set out by the senior leadership team.
While this may sound like a simple task, it is often easier said than done. It is a challenging to align sales and marketing to achieve a successful customer experience though a company’s supply chain.
The question is, how do you ensure that your marketing and sales teams’ right are on the same page, and that the alignment is consistent?
Twitter Chat Questions
Q1: What are the key responsibilities of marketing? What are the key responsibilities of sales?
Marketing is the process of creating value to satisfy customers’ needs, wants, and desires. It typically involves four key steps:
- identify customers;
- define customers;
- define customers’ needs; and
- anticipate customers’ responses to your product or service.
There are four key responsibilities of sales:
- establish relationships with key accounts;
- understand the market;
- make presentations; and
- deal with rejection
Q2: Who is responsible for generating new business at your company?
Your sales and marketing people, as a team, play the most important role in any company. Without the sales team, there is usually no way to meet the cost and profit targets set by management, and without your marketing team, there is no way to attract the customers that sales agents will need to sell your products.
Q3: At what stage in your buyer’s journey does sales get involved?
Sales can play a pivotal role in a company’s success: it’s the engine that moves the business forward and generates revenue. Some sales professionals may be tasked with focusing on the early, high-potential stages of the buyer’s journey; others may be involved much later, once the buyer has already considered a purchase.
Q4: What is your strategy for retaining customers and who is responsible for your post-sale efforts?
In the world of manufacturing, there are three key success factors for a successful company: product quality, customer service, and post-sales support. Many companies focus on product quality and customer service, but forget about post-sales support.
Q5: Why is it important to strengthen marketing and sales alignment?
We face multiple challenges in the manufacturing industry, but one of the biggest roadblocks to success is misalignment between sales and marketing, or lack thereof, to be more exact. This issue will inevitably lead to dysfunction, which can ultimately lead to underperformance, while the revenues might take a hit, too.
Q6: How can companies encourage collaboration between sales and marketing departments?
Companies have two separate departments that work hard at their own jobs – sales and marketing. While the objectives of these departments are often aligned, they often do not communicate well, especially at the higher management level. By putting all of these departments on the same plane, it is possible to create an environment where the entire company is working toward a common goal.
If you are a U.S. manufacturer or if you champion U.S. manufacturing, chime in at our weekly Twitter chat by simply using the hashtag #USAMfgHour to get seen and be seen.
The chat officially starts at 11 a.m. Pacific Time.
You are welcome to share positive blog posts, helpful articles, news, important information, accomplishments, events, and more with other manufacturers and manufacturing champions throughout the country during the chat.
Also, would you like your company to get featured for one hour and get seen? Be a guest host.
Contact the U.S. manufacturers’ Twitter Chat Leaders:
- @DanBiggerUSAMfg (Dan Bigger) ~ Plastics Manufacturing Company,
- @DCSCinc (Kirsten Austin) ~ Supply Chain Management Software,
- @Radwell_Intl (Julie Basello) ~ Manufacturing and Factory Automation
- @SocialSMktg (Ruby Rusine) ~ Social Media Marketing Campaign & Services