The Role of Buying Cycle in Aligning Sales and Marketing

Published on Jun 29, 2018

When sales and marketing are not on the same page, your team can’t perform at its 

best.Many team leaders make the mistake of developing marketing and sales separately from one another, seeing them as two separate groups and assuming that cohesion comes naturally. This results in goals that negate each other and two teams that do not function well. To align sales and marketing, look at the sales process as one complete, connected system. Consider the process a full buying cycle.

What Is the Buying Cycle?

Many business people see the sales process as a series of separate steps. If you can accomplish each step, you can build your profitability. However, it is important to consider business as a buying cycle, which intertwines the marketing and sales functions, so that they work seamlessly. The buying cycle is the cycle of business, starting at an anonymous customer and ending with a sale. It creates a closer relationship between marketing and sales. If you can align your marketing and sales teams, your business model will become exponentially more powerful.

Buying Cycle Tips: Communicate

One of the most important parts of building a stronger connection between sales and marketing is communication. In many companies, the sales and marketing teams operate separately and only interact when it is necessary. Such limitations are crippling for a business and severely limit revenue potential. Everyone on your team must understand what their specific role is, as well as how their role fits into the overall workings of company. Additionally, improved communication between marketing and sales people will also improve the relationships between them, reducing the chances of counterproductive finger-pointing or frustration when something goes wrong.

Integrate Technology

One easy way to ensure smoother communication between the sales and marketing teams is by integrating technology. In many companies, the sales and marketing teams rely on separate software. Use connected software so that both teams can access and view the same things.

Understand the Buyer’s Journey

Along with communication, both the marketing and sales teams must be on the same page about where each buyer is in the cycle. If a sales person calls someone who is ready to buy and makes introductory remarks, he or she may frustrate the customer and risk losing the sale. Customers want to work with a company that is a well-oiled machine, with each employee having a thorough understanding of how everything functions. Contact our specialists to find out how we can help align your sales and marketing teams.


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