For some time now, our agency has focused on the critical integration of marketing and sales and helping clients create the ideal selling environment.  We’ve developed a methodology that focuses on what we call the ‘most critical interaction’ – which is the point at which the marketing and sales functions intersect.  For both retail and B2B companies alike, this is typically defined as the point at which customers move from brand preference to purchase intent.  In simple terms, marketing works to create brand preference – sales enters into the picture to advance purchase intent and then close the deal.

For many organizations, the process of integrating and aligning marketing and sales functions is complex.  It’s a task that has grown in complexity as the way people consume and share information about products and services has increased.  Expanding channels of communication, the rise of social networking, the proliferation of brands and products, and the ability to gather and analyze data to gain a deeper understanding of customer behavior are just a few of the significant trends that have changed marketing forever.  From a sales perspective, the rise of the Internet as both a sales channel and significant source of information in the purchase consideration phase has changed the dynamic of the traditional sales funnel.

Without addressing the need to integrate thinking and the functions of marketing and sales, companies will struggle in their attempts to profitably gain, retain and grow new customer relationships.   And we all know what happens to the bottom line when we are successful in moving customers from trial to loyalty and beyond (to become advocates for your brand). In case you’re not sure, the bottom line improves.

So what does this relationship look like?  A recent study issued in partnership by the Wharton School (Jay Baker Retailing Initiative) states that 75% of shoppers who have a great experience with a specific retailer definitely intend to return to purchase a similar product or item.  Nearly 80% of shoppers who enjoy a great shopping experience will talk about it with their friends and associates.  So what makes a great experience?  Five categories were outlined in the report:

• Engagement – being polite, demonstrating sincere interest in helping, acknowledging and listening.
• Executional Excellence – patient explanation and advice, checking stock, finding products, having product knowledge.
• Brand Experience – exciting store design, perceived product quality, making customers feel they’re receiving something special (high perceived value).
• Expediting – time sensitive, being proactive in speeding up the shopping process.
• Problem Recovery – resolving and compensating for problems, ensuring complete shopper satisfaction.

Interestingly enough, brand experience and engagement had a meaningful impact on shopper loyalty – while the other three (executional excellence, expediting, and problem recovery) did not.  Which points to the need for integration of marketing and sales to create and drive the delivery of perceived value in the minds of consumers.

Of course, the process of creating a great integrated customer (user) experience varies based on the type of product or service, distribution channels, etc.  But the fact is, customer experience plays a critical role in success and long-term performance – and concentrating on it is a great investment in time and energy.  Starting the process is as simple as having a vision for the type of experience you want to offer.  Because as Walt Disney once said, “If you dream it, you can do it.”