Improving Cooperation Between a Retailer’s Selling & Marketing Teams


Donna Moores

Even for a small business, it is the right decision to have two separate teams dealing with sales and marketing. […]

Even for a small business, it is the right decision to have two separate teams dealing with sales and marketing. Even though the functions of these two teams are quite different, they have one common goal, and that is the prosperity of the company and its overall business growth.

Quite often, however, there is a lack of proper cooperation between sales – in retail, of course, that’s store operations –  and marketing, and that disconnect can have huge implications. Hence, it is worth investing some time to identify any weaknesses in the communication processes between the two teams and then work towards improving upon it.

Here are a few suggestions that can help any retailing brand, regardless of its size.

Main issues between Store Operations and Marketing teams

The first step in aligning the processes performed by the store operations and marketing teams is to understand the issues that exist between them. More than 50 percent of marketers are not happy with the communication between the teams, and 53 percent of selling professionals are not satisfied by the level of support provided by marketing teams as revealed in a study made by LeanData.

The most common issues existing between the two teams actually result in the miscommunication between them. Sales people often fail to see the job done by marketers or use the content they create. The Content Marketing Institute has determined that 90 percent of marketing deliverables are not used by sales. Marketing teams, on the other hand, believe that sales representatives do not collect sufficient data that can help improve the overall process by giving insights about data that helps in measuring success.

The business needs to take into account any complaint received from either team as it will assist in reviewing both their selling strategies and marketing techniques in order to be more successful in its retail practice.

Identify the crossover KPIs

Once root issues are identified, it is important to identify the crossover points between selling and marketing, which can be crucial for retailers. The Key Performance Indicators (KPIs) are such elements that can exist jointly for both teams. Examples of KPIs that can be relevant to both departments include:

  • Lead generation
  • Cost per lead
  • Email sign-up
  • Social media coverage
  • Conversion rates

Sharing the same goals while having a different agenda is one way to make the two teams cooperate better.

It is essential for each retail business to clearly identify the common KPIs for both teams as well as those that are specific for each team in order to achieve the business’ desired results.

Smart tricks to improve cooperation between selling and marketing teams

Improving cooperation between selling and marketing teams can be achieved through various initiatives, and three of the most important ones are as follows:

Training. Training is very important for the development of any business. As communication is crucial for both sales and marketing departments, it is worth investing in training them. In order to create e-mails that are engaging and havе great content, it is a good idea to use the experience of professional writers such as those employed by Handmade Writings. If the marketing department creates great content, the sales professionals will be more than happy to use it in their communication with the customers. And, better communication with shoppers and customers will eventually increase sales.

Joint meetings. In order to improve cooperation between selling and marketing teams, it is necessary to have joint meetings with representatives of both departments. There the manager can set common goals, targets, present certain issues or achievements that can be used as an example for the future work of the company. It is important to understand management expectations and also to realize what it takes for each team to meet them. Once people are familiar with the work that is done it is much easier to appreciate it. The meetings are also a great opportunity for both teams to share their ideas of what can be improved in the process so that results are achieved easier. Feedback provided by each team about the other team’s work is also invaluable.

Setting clear targets. Another crucial point for the retail business is to set clear targets for each team with a reasonable period for achieving them. Defining the responsibility of selling and marketing teams and providing guidelines on how they can cooperate to achieve the goals will definitely improve the communication between them.

Selling and marketing teams need to cooperate in order to help the business progress. Sales representatives can collect the opinion of the customers, which can be analyzed by marketers in order to improve the service or product a retailer offers. Efficient company training is a key factor to boost the results of both departments and teach them how to work efficiently on their own and jointly on certain overlapping areas.

About the writer: Donna Moores is a successful blogger and CMO at Handmade Writings. She has gained an outstanding marketing experience within the biggest industries and businesses, which she pleasantly shares with readers of various outlets.

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