It’s a classic challenge for Australian small and medium enterprises: marketing generates leads, but sales struggles to convert them, or worse, feels like marketing isn’t delivering the *right* leads. Coordinating effectively between these two crucial teams isn’t about forcing them to be the same, it’s about building a shared understanding and process. We see this misalignment costing businesses significant revenue every year.

The key is to move beyond simply ‘throwing leads over the fence’. Here’s how we recommend SMEs approach this coordination:

• Define a Shared Revenue Goal: This sounds obvious, but it’s often missed. Both teams need to understand how their efforts contribute to the overall business revenue target. Break this down into lead volume, lead quality, and conversion rates. This provides a common metric for success.
• Implement a Service Level Agreement (SLA): An SLA outlines expectations. What type of lead does sales expect from marketing? How quickly will marketing deliver leads after a request? What follow-up actions will sales commit to? This isn’t a rigid contract, but a documented agreement to ensure accountability.
• Regular Communication is Paramount: Weekly meetings – even short ones – where marketing and sales share updates, discuss challenges, and review performance are vital. These aren’t blame sessions, but collaborative problem-solving opportunities. Focus on what’s working and what needs adjustment.
• Closed-Loop Reporting: This is where the magic happens. Marketing needs to know which leads convert into customers, and the value of those customers. This data, fed back from the sales team (often through a CRM system), allows marketing to refine campaigns and target more effectively. It proves marketing’s ROI and justifies investment.

Don’t underestimate the power of a shared customer view. When both teams understand the customer journey – from initial awareness to purchase and beyond – they can work together to deliver a more consistent and valuable experience. As we look towards continued economic shifts, a unified front between marketing and sales will be critical for sustained growth.

To get started, schedule a meeting with your sales leader to discuss defining a shared revenue goal and outlining the initial terms of an SLA. This simple step will lay the foundation for a more collaborative and profitable relationship.