5 Reasons Why Marketing and Sales Should Be Separated Departments

The age-old debate: Should marketing and sales be one big, happy team, or separate departments working towards a common goal?

There are strong arguments on both sides, but in this article, we'll explore the benefits of having dedicated marketing and sales teams.

Focus and Specialization:

1. Sharpening the Saw: A 2022 study by the Aberdeen Group around 80% of leads generated by marketing are never contacted by a sales rep. However, achieving team alignment doesn't necessarily mean combining the departments. Specialization allows each team to focus on their core competencies. Marketers can hone their skills in data analysis, content creation, and brand storytelling. Salespeople can focus on building relationships, negotiation tactics, and closing deals. This specialization leads to a deeper understanding of their respective fields, ultimately leading to better results.
2. Metrics Matter: Marketing and Sales measure success differently. Marketing focuses on metrics like brand awareness, website traffic, and lead generation. Sales focuses on conversion rates, deal size, and revenue generated. A 2022 study by Hubspot mentioned 41.7% of sales professionals said they need higher quality leads most from their marketing teams. Separate departments with clear ownership over metrics allows for better tracking and optimization within each team. Marketers can focus on lead quality and quantity, while Sales can focus on closing qualified leads efficiently.

Healthy Competition and Clear Communication:

3. Friendly Fire: Having separate departments can create a healthy competition that drives better results. Marketing strives to generate high-quality leads, pushing themselves to understand customer needs and create compelling campaigns. Sales, in turn, work to convert those leads efficiently, ensuring their skills are sharp and their value proposition is clear. This internal competition can lead to increased innovation and a stronger customer focus within both teams.

4. Speaking the Same Language: While collaboration is key, separate departments with clear lines of communication can streamline interactions. When responsibilities are clearly defined, communication becomes more focused. Marketing can provide Sales with the information they need about target audiences, lead nurturing strategies, and key messaging. Sales can provide valuable insights into customer needs, objections, and buying cycles. This clear communication allows each team to work effectively within their domain while staying aligned toward the overall goal.

Having separate departments can create a healthy competition that drives better results. Marketing strives to generate high-quality leads, pushing themselves to understand customer needs and create compelling campaigns. Sales, in turn, work to convert those leads efficiently, ensuring their skills are sharp and their value proposition is clear.

Resource Allocation and Strategic Budgeting:

5. Targeted Investment: Marketing and Sales often require different resources. For instance, a 2021 study by the Content Marketing Institute found that B2B companies allocate an average of 29% of their marketing budget to livestreaming content creation. Meanwhile, a 2023 study by the Sales Management Association found that the average sales training budget per salesperson is $1,655. Separate departments with dedicated budgets allow for more strategic resource allocation. Marketing can invest in the tools and resources they need to generate quality leads, while Sales can invest in the training and technology required to close deals effectively.

The Power of Collaboration:

It's important to remember that even with separate departments, collaboration is crucial. Here are some tips to ensure successful collaboration:

• Regular Meetings: Schedule regular meetings for information sharing and brainstorming sessions.
• Shared Goals and Metrics: Develop a shared vision for success with clearly defined goals and metrics that track both marketing and sales performance.
• Service Level Agreements (SLAs): Establish clear SLAs between Marketing and Sales. This defines what each team will deliver and by when (e.g., number of qualified leads delivered by Marketing, average closing rate for Sales).
• Joint Initiatives: Develop joint campaigns and initiatives that leverage the strengths of both teams.

Conclusion

Separating marketing and sales can lead to increased focus, specialization, clear communication, and strategic resource allocation. However, it’s vital to bridge the gap between the departments through open communication, collaborative efforts, and shared goals. By fostering a strong working relationship, separate marketing and sales teams can become a powerful force for driving business growth.

About the writer:

Deni Rachmat is a freelance brand marketer and open to new challenges in marketing, marketing communications, brand development, content writing, graphic design, and digital marketing. Deni also interested in a full time #remotework opportunities in marketing, marketing communications, content marketing and business development.