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Boost revenue performance by Integrating Sales and Marketing
What is a revenue cycle? Simply speaking, Mr Fernandez is talking about joining up what the sales and marketing teams do so they work as a team; with everyone aware of what marketing is doing to generate the leads, which of them are the likeliest to convert and how sales are doing in closing them. This is easy with the support of the right CRM system. He calls this ‘Revenue Performance Management’ (RPM) - a process of identifying the drivers of and impediments to revenue growth, rather than seeing business as a lateral line from lead to customer, chasing short-term deals. But even though the technology exists, the dysfunctional relationship between sales and marketing can’t be fixed overnight. It’s important that the Sales Director and Marketing Director work together too, to manage each team’s expectations of each other and also to show them.
Now that customers have so much more buying power than they did before, it’s time for businesses to transform the relationship between their sales and marketing teams; or run the risk of the digital revolution leaving them behind.
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