Sales operations and marketing operations tend to work separately, each focusing on their own priorities. It is not unusual to find missed opportunities to share insight, information and experience that could result in improved sales productivity (which is everyone’s objective) Here are two areas where marketing and sales operations professionals can improve performance.
Surprisingly, the planning process for sales and marketing typically occurs without a great deal of collaboration between the two organizations, to the detriment of both. The development of annual sales and marketing plans is a great opportunity for both teams to collaborate and ensure that each organization’s plans are developed with awareness of the other’s priorities. Here are some elements of the planning process to share:
Marketing and sales operations should convene early in the planning process to share their goals with each other. They should then take that information back to their planning teams. They should reconvene after the plans are developed for an interlock, prior to completion and approval.
In many organizations, marketing operations prepares reports that focus on marketing’s key performance indicators, and sales operations prepares reports that focus on the pipeline and the near-term view of business. Combining both of these important reports enables each organization to understand the value chain of marketing and sales combined. Here are examples of information that can be shared:
It might be surprising to imagine two organizations that have such closely aligned interests operating in silos, but the urgency of their efforts and their immediate focus can cause them to overlook the advantage of explicit periodic coordination around planning and reporting topics. Marketing and sales operations have information that, when combined, can provide a holistic view of the sales and marketing ecosystem. Making an effort to coordinate on a periodic basis is a small price to pay for the insight that can be gained.