Your sales and marketing teams fuel your organization. They must work together to bring optimum results. Sales and marketing teams may conflict for any number of reasons, including a lack of communication, creative differences, varying motivating factors, and lack of differentiation from upper management. A study conducted by the Aberdeen Group concluded that companies with a sales and marketing disconnect can see a 4% decrease in annual revenue, while cohesive teams can see a revenue bump by as much as 20%. We’ve outlined some simple fixes, unique to senior living, to unite your sales and marketing teams to generate revenue and allow the organization to thrive.
Marketers and salespeople tend to think differently. For example, a marketer is creative and analytical while a salesperson is persuasive, achievement oriented, and conscientious. Where your fellow marketer may be able to assume your thought process, your friend in sales will not. It is for this reason that communication is key. Send a daily email, set a weekly meeting, or eat lunch together often. When it feels over-the-top, then you’re communicating effectively. Remember, marketers bring leads in, while salespeople nurture them down the funnel.
Create a mutual goal.
When both sales and marketing teams are working toward the same goal (ex: “Let’s fill 50 occupancies by September 1), communication flows easier and the teams become reliant on one another.
Spend time with happy residents, together.
Both sales and marketing teams have the same end goal: to provide top-notch care to older adults. You’re in the senior living industry because you care about that demographic. Spend time with your happy residents and get back to the passion that brought you to the field in the first place. Whether you’re in marketing or sales, you will bond with your professional counterpart and your residents. Not to mention, you will have some great stories to share with prospects.
Map out the prospect journey.
Your leads are going through a major life change. Nurture them from the minute they become a lead to when they finally sign on the dotted line. Map out this process with your sales/marketing colleague. Decided which pieces of the process each team should manage, and where both teams will come into play (there will be a great deal of overlap).
Maintain close proximity.
If it is possible within your organization, make sure your sales and marketing teams are working in the same area. Simply being close to one another and to see their process play out creates a bond between coworkers. Additionally, in our highly technological world, words and tones can be misinterpreted over email. When you work close to one another, communication can happen in person, face-to-face, leading to greater understanding and efficiencies.
Sales and marketing teams should not be working against each other. With connection and collaboration, each member of the organization will see a noticeable cultural and/or financial benefit. Follow the steps above and see an ultimate sales and marketing alliance.