The animal kingdom holds a vast array of wonders we have barely scratched the surface of. In fact, we know very little about the depths of the ocean. However, one interesting thing we quickly observed was the prevalence of symbiotic relationships. A symbiotic relationship simply implies that two or more animals need or want the other to survive or thrive. Here are some pretty cool examples from nature:
Grey wolves and striped hyenas hunt together.
Crabs carry venomous sea urchins on their backs.
Honeyguide birds lead the Hadza people to beehives.
Crocodiles let Egyptian plover birds pick leeches off their gums.
Having observed this list, one thing popped out to us: the acceptance of differences. Normally, we would assume some of these species would be deathly afraid of the other but the opposite is true. We would never think of birds being able to confidently waltz into the maw of a crocodile and come out alive. Maybe the animal kingdom can teach the business world a thing or two.
Just as nature requires symbiotic relationships to be in harmony, business requires sales and marketing to do the same. Rarely, if ever, do we see the two departments working well together. Even having a strong department in both, Consolidated Assurance still has to evaluate if we are lacking in some area. One of the first things a company should do is identify the difference between each job and the role they play in the grand scheme. Put simply, marketing is everything done to warm a lead up, and sales is the moment when we have to get them to sign on the dotted line.
So how do you know if you are lacking in one area or another. Again, this only requires a simple explanation. If your closing rate is good but lack the leads, you need to invest in some marketing. Conversely, if you are swamped with leads but have a bad closing rate, you need to train up or find better salespeople. No room exists for competition between the Marketing and Sales— they work together in a symbiotic relationship.
The animal kingdom thrives off of nature working together. Even the death of antelope by a lion is technically works in harmony. In fact, the death makes sure only the strong survive while keeping a species from being overpopulated. Marketing and sales must work the same way. Be vigilant and constantly testing your methods to find out if you have a correct balance.