How to increase sales in the manufacturing industry by strengthening collaboration between sales and marketing

Sales and marketing teams play crucial roles in any company’s success, particularly in the manufacturing industry. While sales focuses on closing deals and meeting quotas, marketing handles brand awareness, lead generation, and promoting products. Traditionally, these departments functioned somewhat independently of each other. However, modern businesses have found that stronger collaboration between sales and marketing leads to increased sales, better customer retention, and overall improved results.

So how can manufacturing companies strengthen the relationship between their sales and marketing teams? Communication is key. Sales and marketing must meet regularly, whether weekly, biweekly, or monthly, to discuss strategies, opportunities, challenges, and results. This ensures they are on the same page regarding the company’s goals and each department’s role in achieving them. It also allows them to provide feedback to one another on what is or isn’t working well. Companies may consider designating a liaison whose sole responsibility is facilitating productive communication between sales and marketing.

Data sharing is another important aspect of collaboration. Marketing generates valuable customer intelligence through analytics of website traffic, emails, advertisements, social media, and more. They need to share this data with sales so reps have insight into prospects’ behaviors and buying signals. Likewise, sales collects valuable info on deals, customer priorities and pain points, competitive threats, and more. This info needs to flow back to marketing to refine strategies and campaigns. Investing in a CRM system allows seamless data access across departments.

Sales and marketing must also work closely to develop demand generation campaigns and programs. While marketing takes the lead, they must get input from sales on the kind of leads needed, qualities of ideal customers, and messaging that resonates. Then sales should provide feedback on campaign results. Cooperating on the sales pipeline enables marketing to optimize campaigns for maximum qualified leads and sales conversions.

Content is another area needing joint effort. Marketing creates top-of-the-funnel awareness content like blogs, eBooks, webinars, social media, and more. But sales reps are customer-facing and have valuable insights into the kinds of educational materials prospects are seeking. They should suggest ideas and review content for relevance to customer problems. And marketing must alert sales to new content so they can share with prospects and customers.

Event planning is best done collaboratively as well. Sales may recommend trade shows, summits, or seminars they think would be well-attended and have a positive impact. And marketing can leverage their creative skills and relationships to maximize event promotions. By jointly developing agendas and staffing booths together, sales and marketing ensure events are useful lead generators.

Continual follow-up after initial customer meetings, purchases, or deliveries is key to repeat business and expanding existing accounts. But sales alone cannot handle all follow-up – marketing has a role to play as well. For example, marketing can automate follow-ups through emails, surveys, and personalized content. They may also send occasional mailings, host webinars on new products or services, or provide case studies demonstrating value. Integrating these efforts with the sales cycle helps maintain engagement between sales touchpoints.

Finally, both departments should provide each other with feedback to continuously strengthen performance. Marketing should report regularly on campaign metrics like open and click-through rates so sales understands prospect engagement levels. And sales teams give insights into conversion rates so marketing knows which strategies move the needle. With open communication, data sharing, collaboration on initiatives, and performance feedback, sales and marketing can work together seamlessly to boost sales in the manufacturing industry.