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Aligning sales and marketing teams using CRM. Will it help?

2 min read

We have all come across this old phrase,” teamwork makes the dreamwork”. While most of us may pass it off as another corporate cliché, truth is, a bunch of positive things can happen if this mantra is closely followed.

In a competitive, high-stress corporate environment, working in unison with different departments is a rarity. There is always a latent animosity between teams, the lid of which blows up when things get heated up.

Sales and marketing teams are not foreign to this stance. The daily bickering and mudslinging between the two teams is a common thing in every company. Though both teams share a common business goal, they are always at loggerheads with each other.

The “we versus them” feud rages on which affects employee productivity and ROI and pulls the company away from reaching the desired objectives.

The marketing team puts the blame on the sales team for not leveraging the nurtured leads properly and utilizing their content marketing efforts to the hilt. The sales guys on the other hand, complain that the marketing team do not produce sales-ready, good quality leads which hampers their sales efforts.

Studies have shown that this endless acrimony between the two teams are a result of erratic communication, flawed processes and use of different software to measure metrics.

The show cannot go on like this forever. If a company wants to hit the zenith in business performance, the sales and marketing teams need to stitch an accord and work shoulder-to-shoulder towards a common business goal.

Alignment between sales and marketing will tantamount to sharing of goals, lead nurturing efforts, lead evaluation and streamlining of haphazard processes. However, to achieve this game-changing feat, a robust, all-encompassing CRM is needed that will analyse customer interactions, develop insights, nurture and convert leads and help in bettering customer relationships.

So, without further ado, let’s find out how a CRM software can bring sales and marketing teams on the same page.

  1. Enhance communication: One of the main reasons for endless conflicts between sales and marketing reps is the lack of proper channel for communication. Erratic communication leads to confusion, exchange of excessive mails and waste of time. Using a common CRM platform will iron out these lacunae and increase the efficiency of sales and marketing teams. The CRM software will record every facet of information and track every marketing or sales tactic to give a better insight on the most effective strategy.
  2. Improve quality of leads: Leads are generally acquired by the marketing team through their content marketing efforts. Once a lead is netted, marketing teams pass them on to sales teams after inspection. The problem starts when sales raps find the leads not properly sieved and nurtured. With a dedicated CRM, both sales and marketing teams can enjoy access to leads in detail. The leads can now be nurtured, assessed and segmented according to their potential before moving to the sales stage.
  3. Share common goals: A unified CRM encourages seamless collaboration between sales and marketing teams to work towards a common goal. With all data collected from a common platform, both teams can assist each other with good quality leads, better conversions, reduce bottlenecks and have a solid understanding of the customer base.
  4. Reduce duplication of efforts: In the absence of proper collaboration and communication, a lot of time and effort gets wasted on each lead. An automated CRM puts both marketing and sales on the same page so that both groups will be able to see a lead mature and convert into a prospect. With the help of real-time data and a dedicated process, sales teams can close deals faster and focus on more qualified leads.

So, what do you make of this new bonhomie between sales and marketing? Don’t you think that with effective collaboration between sales and marketing teams, a company can flourish better, enhance productivity and work efficiently towards a common goal! Well, we think this strategy has enough meat to work wonders.

Sumit Mondal Content Analyst at Square Yards.
Sumit Mondal Content Analyst at Square Yards.

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Square Yards is the leading platform for home buyers across 10 countries. Our cutting-edge technology empowers consumers with credible data, inspiration and knowledge, while connecting them with in-house experts who hand hold them from the start of their home search till property handover.

We serve the full lifecycle of owning and living in a home: research, due diligence, selling, financing and more. It begins with Square Yards’ deep relationship with over 500 top developers and our home loan company Square Capital’s partnership with over 90 banks and NBFCs. A team of 2,800 experts power our award-winning services which have delighted more than 35,000 customers already.

Square Yards started its journey in 2014 and is headquartered in Gurugram, India.

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