You can’t be competitive in marketing today without an eye for sales and customer experience best practices. You can’t be an effective seller if you don’t have a few marketing and customer service skills up your sleeve. And of course, you can’t effectively serve your customer if you’re not aware of all the marketing and sales communications that have influenced the customer’s experience over time.

Marketing, meet sales; sales, meet customer service; customer service, meet marketing – you all need to know each other. As hectic as the modern customer-facing world may be, you can’t allow yourself to have operational tunnel vision – you can’t focus only on your role. You need to see into the other customer-facing spheres. To help streamline your understanding of other customer-facing efforts, we’ve culled together seven free research reports with relevant, cross-functional applications. Read up, review, refine your understanding, and reach out to your customer-facing peers across the aisles.

Customer Journey Management for Marketing and Sales:

When organizations have a formal process to map and manage customer journeys, they average 30% higher positive social media mentions year-over-year – an obvious marketing benefit – and 79% higher growth rates in cross-sell and up-sell revenue annually – clearly, a sales perk. To pick up more useful marketing and sales advantages from customer experience best practices, read:

CEM Executive’s Agenda 2015: Leading The Customer Journey to Success, Omer Minkara, March 2015

Marketing and Sales Visibility for Customer Service:

71% of organizations where marketing has a strong visibility into sales content utilization report that their marketing departments routinely interview customers to obtain “voice of the customer” insights, versus only 32% of organizations without such visibility. This relationship reflects marketing’s use of customer insights to support sales communications. While customer service teams often have more direct interactions with customers, marketing and sales teams actively gain value from sharing their own insights on customers. To discover more customer service opportunities in marketing and sales best practices, read:

Why Have Any Hands Tied Behind Your Back? And Other Rhetorical Sales Enablement Questions, Peter Ostrow, February 2015

Marketing Tech for Sales and Customer Service:

The application and integration of video in content marketing, driven by the need to engage buyers and customers across multiple channels, has afforded marketers a 75% advantage in average website conversion rates, compared to non-video users (4.9% vs. 2.8%). For converting prospects into customers, or educating or onboarding new customers, video also has useful sales and customer service applications. To learn more, read:

The Impact of Video on the Hidden Sales Cycle, Maribeth Ross, September 2014

Sales Coaching for Marketing and Customer Service:

55% of organizations with real-time, deal-specific coaching available to their sales teams also have a process for collaborative collection and sharing of “tribal knowledge.” When organizations ensure that their sellers can seek help as needed in order to close deals, they also encourage those sellers to more actively share their own tips, tricks and trade secrets with the rest of the team. To apply more collaborative sales strategies to marketing and customer service, read:

Let’s Make a Deal: Best-in-Class Coaching Can Shorten Your Sales Cycle, Peter Ostrow, November 2014

Customer Analysis for Sales and Marketing:

50% of Best-in-Class organizations analyze historical customer interactions to determine factors that contribute to loyalty, versus only 27% of All Others. For marketing and sales, the factors that contribute to loyal customers are extremely important for targeting, prioritization, and other demand generation and lead management efforts. To apply more customer experience best practices to marketing and sales, read:

Customer Engagement: From Interactions to Relationships, Omer Minkara, March 2015

Marketing and Customer Service Metrics for Sales:

Research shows that among marketers, “customer satisfaction” is a highly valued metric, while for sales, the metric doesn’t hold nearly as much weight. However, as a shared metric for marketing and customer service, it can actually be a strong rallying point for sales to get behind as well. For more on significant customer-facing metrics, read:

Consider the Audience: Marketing Effective Metrics for Everyone, Maribeth Ross, January 2014

Sales Scrutiny for Marketing and Customer Service:

45% of Best-in-Class sales organizations leverage their forecasting processes to walk away from deals that are least likely to close. Although sales is most directly driven to focus on the highest revenue opportunities, both marketing and customer service can benefit from identifying “lost causes” and “no-win” scenarios to either avoid or mitigate. To learn more, read:

Customer Engagement Has Evolved. Can Your Sales Team Keep Up? Peter Ostrow, September 2014

Do you have any additional cross-functional customer-facing tips or tricks to add? Share your insights in the comments below!

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