An MSP business should avoid compartmentalization as possible. While intelligence agencies have “need to know” divisions, keeping information separate, and it can be beneficial to keep confidential client records, sales and marketing have a lot to share with one another. Separating them too much is going to cause unnecessary operational static.
Still, these departments have different kinds of incentive and commission arrangements, as well as a different focus on outreach. Marketing sets up the ball, sales knocks it out of the park. If the person setting up the ball doesn’t know where the person hitting it is going to be, it’s going to be a lot harder to make a conversion home run.
Here are a few tactics to help align tech team players in client acquisition positions:
Putting Together Communications Processes
An MSP business needs to get everyone on the same page. A good idea might be sitting both departments down for a meeting. Have management in either division line out goals and objectives. Figure out where marketing is making mistakes in terms of leads, and where sales is making mistakes in terms of offerings. From there establish regular communications protocols designed to eliminate where before there were communication disconnects.
Have Varying Teams Work Together in Personnel Acquisition
Hiring the right people for either department is going to help establish conducive operations. Have management control their own teams as much as it’s feasible to allow. Additionally, during the interview process, it can be worthwhile to bring in management from sales and marketing to consider candidates.
The line between outreach and conversion can be hard to pin down at times, owing to long-term selling cycles common to MSPs. Accordingly, give your staff the tools it needs to succeed by enabling those running departments to populate them with the best people for the job.
Cooperate to Determine Means by Which Leads are Qualified
Sometimes, a marketing department sends leads that are either too high or low profile to sales. Sometimes, the marketing division is sending good leads to sales, but setting expectations inappropriately, and so giving sales a headache in terms of the “haggling” component.
Strategies and lead qualification tactics should be aligned as effectively as possible between marketing and sales. This reduces conflict and expedites conversion, reducing unnecessary obstacles from potential clients seeking tech services.
Harmonious Sales and Marketing Departments Expand Sales
An MSP business would benefit well from finding ways of eliminating that which separates marketing and sales in terms of communication. Giving managers in these departments the ability to hire their own people does a lot to help optimize operational effectiveness. Aligned lead qualification objectives will also reduce operational static, as will the establishment of clear communications processes between departments. The more streamlined cooperation here, the more effective either department becomes.