Today the sales and marketing departments are measuring success separately. The sales divisions measure the number of calls, number of meetings, number of proposals and the number of closed deals. On the marketing side employees work measuring conversion rates from the web, based on number of white papers downloaded or visits to our website resulting in booked meetings. Without a clear connection and shared relevant KPIs for both sales and marketing, we are fumbling in the dark.
We believe in working under the same umbrella targeting achievement of maximum efficiency, working as a joint organization composed of specialists. We believe that a seller who is chasing new business does not have the same properties as a Key Account Manager who manages existing customers. We believe that a creative marketing person is not as good at numbers as a web analyst. In order to achieve maximum efficiency we need to understand the organization, help and support each employee’s motivations and skills and take advantage of each individual.
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