Monthly Archives: April 2017

How to Bridge the Gap Between Sales and Marketing

In the organizational structure of most businesses, there’s a marketing department and a sales department. While this separation of activities may be necessary for reporting reasons, it often leads to confusion and tension between the two.

Marketing has a broad agenda in its responsibility to the business. This agenda includes:

  • Branding
  • Advertising
  • Lead Generation
  • Web content
  • Market research
  • New product development
  • Social media

Sales, on the other hand, has a specific focus. Salespeople are charged with cultivating customer leads, qualifying those leads, managing a sales pipeline, and remaining focused on the key touch-points that move a general inquiry to a qualified lead to a buying customer.

Regardless of the difference in scope, both sales and marketing share the same objectives: satisfying customers and growing revenue for the business. So it’s essential for businesses to close the gap between the two departments – enabling them to work more efficiently toward these common goals.

Here are tips for bridging the gap between marketing and sales:

Start speaking the same language. In your organization, is there common agreement on what constitutes a “lead”? More importantly, does everyone agree on the definition of a “qualified lead”? Make sure a consensus exists on these critical terms, then focus your marketing activities on developing comprehensive target customer profiles and gathering information on key decision-makers within the target audience. If sales pursue individuals who lack the power to buy, their efforts are wasted and they end up distrusting the marketing team that sent them down the wrong path in the first place.

Create a jointly developed plan. Amazingly, many companies spend vast amounts of time and effort creating a strategic plan but never get input from their sales departments. Who else has more intimate knowledge and front-line experience of the customer than your sales team? A more effective approach involves sales and marketing creating a sales funnel plan that lays out every step of their customers’ buying process and details the best ways to reach out and influence those customers.

Measure activities and results. Encourage sales and marketing to revamp their analytics and to develop agreed-upon metrics that accurately measure the outcomes of the marketing and sales process.

Invite marketing staff to “walk a mile” in the sales team’s shoes. Often, tensions between sales and marketing arise from a simple misunderstanding of how a salesperson operates. One solution to this problem is to have members of the marketing team (from the top executive on down) spend a day or week with sales reps. See how they make contact with customers, develop leads, follow up on calls, etc. There’s probably no better way to learn just what information salespeople require as they work to influence the buying process.

It’s worth emphasizing the depth of customer knowledge a good sales rep has. They know what works with targeted customer and what falls flat. Within your organization, it should be made easy for sales to share this vital information with marketing and, armed with this knowledge, for marketing to give sales every tool possible to succeed in the field.

6 Tips for Selecting Advertising and Marketing Companies in Bahrain

Choosing marketing companies in Bahrain can be tricky, here are 6 effective tips to improve your overall selection process:
One of the most important things you can do to ensure the continual success of your business is adequate marketing with an agency that is the right fit for your business, in fact, it is one of the most essential ways to attract clients and prospects to your business and eventually sell your products and services. This article talks about the 6 things to look out for when selecting a marketing company in Bahrain.

1) Name is not the most important thing

Having a number of meetings with your prospective ad agency is crucial. This is because some people assume that just because an ad agency has a large portfolio of clients that they will be able to provide a better service than smaller ad agencies, this is not necessarily true, quite often it is the opposite as smaller companies will usually work harder and be more flexible with your requirements being able to give your company the time and devotion it needs. Large ad agencies usually spend a considerable amount of time trying to get newer clients, whereas smaller ad agencies are more focused on your business and the clients they are currently handling.

2) Services

Choosing an ad agencies that provides regular strategic sessions for your business is highly important as it confirms to you that the ad agency is invested in achieving the goals of your organizations as you see them. This also helps with selecting the services that will ultimately provide the most outcome for your business.

3) Cultural Fit

Having an ad agency that understands your marketing language and share the same principles and ideas will insure that your campaign will succeed. Ask yourself “How does their company’s culture fit with mine?” and “Do my staff sync with theirs?”. Choosing a marketing company that does not understand your outlook usually leads to a campaign that is ineffective and riddled with miscommunication and misunderstanding.

4) Key Personnel

Find an agency that is trustworthy and reliable, and ask to know exactly who you’ll be dealing with. You should feel comfortable & reassured with the person who’s handling your account. It is very important that you feel comfortable as you will be dealing with that person often. Organizations that are competent will often select the personnel who is best capable of understanding your campaign.

5) Price

Shop around, marketing companies often price their services based on the perceived value and you should always ask a few marketing companies for a quotation. Most ad agencies and marketing companies will gladly sit with you, discuss your requirements and provide you with a quote. You never know what your budget is capable of doing until you shop around.

6) Ask if they are Tamkeen approved

In an effort to support Bahraini companies, the government through Tamkeen and EDSA (Labour Fund) offers to pay 80% of your marketing expenditure up to 15,000 BHD for business. Every company in Bahrain is eligible to apply. Ask your marketing agency if they are Tamkeen approved, and if they are then you will be able to use your 15,000 BHD marketing budget and only have to pay 20%! Furthermore, companies who are Tamkeen approved are often established marketing companies in Bahrain with a proven track record.