Dialogues for Results

IT TAKES BOTH A GREAT MELODY AND INSPIRED LYRICS TO MAKE A HIT SONG!

The Synergy of Sales & Marketing

Everyone knows that lead generation is the function of marketing, while lead conversion is the function of sales. Or, to put it a little differently, the Marketing Manager is responsible for making sure that customers show up to buy, while the Sales Manager is responsible for making sure the salespeople show up to sell. The success of a homebuilding company relies equally upon the effective executions of both functions. At a very basic level, we could ask: What good is a marketing campaign that drives record numbers to the model centers if the salespeople can't convert the customers to buyers? And, what good are highly trained, knowledgeable salespeople sitting alone in a model center with no one to talk to? Sales needs marketing, and marketing needs sales. Their functions differ, but their goal is the same, i.e. to maximize sales and profitability. The sales department and marketing department rely on each other's performance for the results upon which they each will be judged.

Salespeople and their managers may not know how to create or execute an effective campaign; they may not know the difference between a double truck ad, and a Mack truck. But they do know their prospects and their buyers. Their input can be invaluable to marketing in the creation of a branding, or incentive, or any type of campaign. The greater their involvement in the creation and launch, the greater their buy in.

The goals, details and collaterals of a campaign need to be communicated to the salespeople as early as management deems appropriate for a myriad of reasons. First, sales does more to brand and differentiate their builder and their homes one on one with customers every day in the field than any campaign in any medium. Their excitement further breeds the customers' excitement. Second, marketing will receive better data on the effectiveness of the campaign in terms of traffic numbers. Third, the more ammunition provided to sales for their follow up of past leads, and generation of new leads, the greater the success of the campaign.

You've heard the expressions that "the whole is greater than the sum of its parts"; and "there's no 'I' in team". Sales and marketing working together and participating in frequent brainstorming sessions will yield gems of information and ideas. In addition, I suggest bringing in key managers from operations, accounting, design, and construction periodically. In my experience, some of the best ideas have been born out of discussions involving people from many different disciplines within the company. And don't limit discussions to only marketing and sales; talk about product, design features, community designs, customer service, anything that impacts the company's success.

I've witnessed 'Territorial' managers in the past. Sometimes, it is Sales vs. Marketing; sometimes, it is Construction vs. Sales; and, sometimes, it is Accounting vs. Everyone. These managers may experience success in the short run, but, in the end they are left with no 'Territory' to protect. To have a Hit Song in 2008, Sales & Marketing must function as two halves of the same whole, as interlocking puzzle pieces. In fact, every employee, in every department, must believe that they are equally responsible for the successful marketing and sales of their homes.

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