Disconnect Between Sales and Marketing One of the main reasons why leads don’t convert into sales is due to a disconnect between sales and marketing. First of all, there is a longstanding “hate/hate” relationship between these two departments. According to a HubSpot study, 87% of the terms sales & marketing use to describe each Real Estate Photo Editing other are negative. Marketing views sales as “simple-minded”, “incompetent” and “lazy” while sales teams view marketing as “arts and crafts”, “academics” and “irrelevant”. It is crucial for leadership to align these departments while reminding them they same the same goal: to create revenue.
Managers should also align teams around having the same underlying goals, such as using marketing pipelines to hit sales quotas. With zero alignments comes poor communication. And when internal communication is dismal a lack of understanding buyers will cause leads to slip through the cracks. Sales and marketing should be communicating buyer persona details throughout the company, educate each other about new details, and formulate specialty teams around particular personas. 3. Poorly Designed Landing Pages and Site Architecture If a website and its associated landing pages look like they were designed back when The Real Slim Shady started flapping his gob, the business will be hard-pressed to convert leads into sales. Not only do websites and landing pages with an old look and feel over zero sexiness, but a message is relayed to prospects that your services and products are equally outdated. Be sure to present your brand with a contemporary look and feel that resonates with your identity and the ideal people you want to do business with.
Site architecture is another common area where leads can get lost. Abi Solomon, marketing director at ClickTale says, “Online leads often fail to convert due to poorly designed site architecture. Either the path is unclear and visitors get lost along the way and don’t reach that final step, or the path is too long requiring visitors to go through too many steps before they reach the final step”. Your homepage and its navigation must be user-friendly and simple. There should also be a strategically placed call-to-action button, and visitors shouldn’t have to travel more than three clicks to find your offer.