The term Customer Journey is thrown around a lot but not every business owner knows what it really means. The common definition is “The customer journey is the complete sum of experiences that customers go through when interacting with your company and brand.” But if your sales and marketing teams aren’t on the same page then how can you really determine how customers interact with your brand? Thankfully, Tereza Litsa from ClickZ.com has written an in-depth article on the subject.
A modern business understands the importance of offering a seamless customer experience. However, consumers tend to be more demanding nowadays. This brings out the challenge of optimizing your customer journey to ensure that you’re offering a successful multi-channel approach.
A successfully optimized customer journey can help your company meet the customers’ demands and meet the key objectives. This can only be achieved by having multiple teams working towards the same goal.
A common problem in many companies is the lack of visibility across different departments. Marketing and sales team don’t always work together, which leads to the problem of being aware how your work can contribute to the wider objectives.
There are numerous benefits of having the marketing and sales departments work together. The company can become more:
It’s easy though to miss the importance of communication when focusing on your own goals. That’s why the shifting consumer journey can serve as a great reminder to bridge the gap between sales and marketing. Each team may have a different perspective, but they still have a shared vision.
A successful company wants to offer a great customer experience to all the consumers and that’s how both marketing and sales work towards achieving this goal.
A marketing team is working in designing funnels and content that will attract new consumers while engaging the existing ones. It has to do with different consumer journeys and how each one of them can bring a prospect closer to a purchase.
Meanwhile, a sales team wants to find new prospects to start a conversation that will turn them into customers. They want to be able to see a growth in the number of leads before they’re up to the challenge of conversion.
Thus, both teams understand how their tasks are interweaved as part of a wider mission.
And according to MarketingProfs, organizations that align sales and marketing see 36% higher customer retention rates and also 38% higher sales in rates.
By the time both departments understand that they can benefit from a closer collaboration, it’s time to focus on the next question.
To read further on the subject and Tereza’s 4 tips to bring sales and marketing together, click here to access the full article.