Marketing is a team effort, and everyone in the company should be involved in it. In this day and age, it is not really that hard to make a profit. As long as you have the best sales teams working for you, then it would be all right. The problem starts when the team gets too complacent with their success. The worst that can happen would be them learning some bad behaviors, basically those we consider as big business sins. But what kind of mistake could they possibly make? Heaps, to tell you the truth. Still, to simplify matters, you only need to be wary of at least seven really serious marketing sins:
- Lone wolves – these people hide the size of a prospective sales leads and try nurturing it solo. But when they move forward with it, the rest of the marketing team gets left behind. Now that would be a real pain for accounts that need a cohesive and effective team to do the job.
- Over ‘committers’ – this happens when your sales teams take in too many deals, making it hard to satisfy each gained account. And since you now have a hard time satisfying each of these accounts, it becomes harder for you to capably handle them.
- Obsession – your sales team gets so focused with the opportunity that they find it hard to break away even when it becomes clearly hard to win it. I am sure it took them a lot of resources and time to nurture such opportunity, but you should learn to walk away when the risk is too high.
- Jump the gun – it happens when your sales team rushes ahead with the closing of a deal without first understanding what the problem is in the first place, complicating matter later on. This is a bad habit developed by sales people that assume too quickly for their own good.
- Pointing fingers – it is a common habit of sales personnel when an opportunity fails to materialize, blaming the other members of the team for the failure (and vice versa as well). Not only is this counterproductive, it also creates enmity and division inside your sales team.
- Show boating – your sales team treats the other members poorly, conveniently forgetting that their success actually depends on contributions of the marketing team in general. Basically, this is pride and snobbishness dialed up too high
- Stove piping – this happens when your sales team moves ahead of its goals, without duly considering whether the rest of the company is on the same page. When that happens, there is no assurance that the rest of team can back up what these sales people say to clients.
Well, there are also other common faults seen in many sales and marketing teams. And yes, even the best teams can fall into these faults. While these can damage your business too much, you could still change for the better. With regards to dealing with these problems, what more could you add?