如何整合销售与营销(PDF 7页)

Integrate Sales and Marketing – Create a Convergence for Better Lead Management
Sales and Marketing departments have been at odds with each other almost since the introduction of marketing. They have continually debated such issues as the quality of leads provided by Marketing to the Sales team and the effectiveness of Sales to develop those leads into revenue.
Talk with anyone in a Sales organization and a real disconnect between them and Marketing becomes obvious. Common complaints include “If I had better leads, my close ratio would be significantly higher” or “These leads are not the right target audience.”
The attitude is not much different in the Marketing department. Marketing team members often feel that Sales is not doing its job and only wants “orders” rather than having to work the deal. Issues from Marketing departments include “If the Sales team followed up on all the leads we provide them, then they would exceed their sales quota.”
This is a traditional problem that needs a modern solution to maximize marketing dollars and drive additional revenue for the company.
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