Are you Winning the Revenue Relay Race?

The last post got me thinking; understandably so, considering it is a subject of such popular debate. The rift between Marketing and Sales – we’ve all heard about it. No love, right? But maybe that isn’t always the case. Okay, so the overwhelming majority of the time it is but, maybe though, just maybe, there are some Marketers out there shaking their heads.

Lacing Up the Running Shoes…

There must be some individuals, somewhere, who don’t buy into the myth, who don’t view Marketing and Sales as adversarial. The fact still remains; these few are in the minority. And why shouldn’t they be? At the basis, the relationship between Sales and Marketing is contributing to the animosity.

Sales are constantly fed up with taking the fall when numbers aren’t met. Marketing doesn’t understand why numbers aren’t met in the first place. To revisit the point of the last post, Marketing doesn’t understand why because they haven’t ever been responsible for executing sales. You know what they say about walking a mile in someone else’s shoes. Well, it certainly isn’t happening here; imagine trying to run.

The Relay Race is on…

Think of it as a Revenue Relay Race. We are all trying to cross the finish line, trying to be better, faster and more profitable than the competition. To accomplish that, to win, the whole team needs to contribute to performance. The catch – we are talking about a relay race. Not an individual dead-sprint. No matter how much of a star one runner, or one department is, they still need to have a team of solid performers behind them.

The Hand-Off…

Ever see a relay race where the runners drop the baton? Blowing the hand-off is one sure-fire way to lose the race. This is exactly what we are talking about with Marketing and Sales. Marketing hands the proverbial baton, leads off to Sales, and watches as they sprint towards the finish line. The hand-off of leads from marketing is critical to the success of Sales. Interestingly enough, when the “race” is not won, it’s suddenly the fault of Sales. When a relay race is lost, is the last runner the only one who is at fault?  Maybe, if they under-performed. However, what if the hand-off was not executed efficiently? In that situation, how could blame be assigned to the last runner only? It wouldn’t be. So, why is this the case in Sales?

Crossing the Finish Line First…

Making sure that your team is fluid and aligned; this will get you across the finish line. Words like ‘alignment’ and ‘coordination’ are always at the root of solving the problem between Sales and Marketing. The real answer is to think of the relay. Having two solid performers, Marketing and Sales, means nothing without the hand-off. If Marketing isn’t handing the right leads efficiently and effectively, then Sales is running in place, instead of sprinting, crossing the finish line and achieving your goals.

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