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| McSweeney & Antman's strategic management consulting partner is Market Strategy Group, LLC. |
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| McSweeney & Antman's strategic media relations partner is Walek & Associates. |
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| McSweeney & Antman's strategic design partner is Mease Communications. |
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| McSweeney & Antman's strategic sales-consulting partner is The Waterhouse Group. |
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| McSweeney & Antman's strategic research partner is The Guild Group. |
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Sales and Marketing Integration
In theory, sales and marketing work together hand in glove to win business and grow revenue, with marketing and marketing communications providing context and helping to condition the marketplace for the sales people, and the sales department generating leads, closing deals, and providing the feedback necessary to focus marketing efforts where they will have the greatest return on investment.
In reality, nothing could be further from the truth. In the vast majority of companies, marketing and sales each pursue the goal of growing revenue from different perspectives and with disparate, disconnected tactics. The result is inefficient and often ineffective efforts—and lost sales and profits.
McSweeney & Antman, in partnership with leading sales consultancy Waterhouse Group, provides companies with an innovative and proprietary solution to this problem. Through the SMI Sales and Marketing Integration service, we help companies increase revenue and reduce inefficiencies and costs by better integrating their sales and marketing functions.
Drawing on in-depth knowledge of marketing, marketing communications and sales, and a commitment to integrated communications, SMI provides companies with expert, third-party assessment of where the breakdowns between sales and marketing are occurring, what the impact is, why the breakdowns are occurring, and what needs to be done to overcome them.
Some of the benefits of properly integrated sales and marketing include: - Improved marketing effectiveness, with input from the sales teams leading to marketing initiatives that are more likely to reflect customer needs and are well- planned and coordinated with sales, reducing mistakes in expensive marketing pieces.
- Improved sales effectiveness, with more focused marketing initiatives helping to increase the closing ratio and the average sale per customer as well as to improve customer satisfaction.
- Enhanced employee satisfaction, as sales and marketing employees who are involved in the entire process are likely to show higher levels of job satisfaction and potentially lower turnover.
The end result is fully integrated sales and marketing efforts that help generate more sales from the same investment, significantly improving the ROI of the go-to-market efforts.
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UPDATES:
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August 14, 2009
I’m extremely gratified to report that, as of August 3rd, I’ve joined FCStone Group (NASDAQ: FCSX), www.fcstone.com, as Vice President, Marketing Communications, after more than 20 months of serving the firm as a marketing consultant. It’s a great company and a great job, and I couldn’t be more pleased.
I’ll continue to be reachable at michael@mcsweeneyantman.com, at my FCStone e-mail address, michael.antman@fcstone.com, or by phone at 847-636-2715.
I will keep this site, www.mcsweeneyantman.com, active so that I can continue to post occasional articles on marketing topics.
I've also posted the final edition of the firm newsletter, in this case consisting of a very personal and informal essay about some of the fun and interesting moments I've experienced in my first thirty-plus years in the marketing communications business.
This essay can be found by clicking the "Op Ed" section on the left-hand side of this page, where other articles on marketing can also be found. The 15 previous issues of my newsletter will continue to be available on the site under "Newsletter Archive."
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