Collaboration between the marketing and commercial departments, to take advantage of all available channels, is no longer an option, but has become a necessity in the face of new consumer trends.
There is currently a large segmentation of the market and customers, so the marketing experts They recommend rigorously analyzing the data and information available, in order to create personalized content that attracts and interests the customer.
One of the main conclusions reached at the 5th International Congress of Marketing and Sales of the Association for the Advancement of Management (APD), is that the future of communication is personalized content. This act was held at the Palacio de Congresos de València, with the following motto:
“New Rules: The rules have changed.”
More than 1,000 experts attended this event. And, during the exhibitions, the speakers agreed to emphasize that the customer continues to be the most important thing.
However, customers are increasingly fragmented due to the new technologies that exist today. That’s why brands need to make sure they’re creating personalized content that appeals to and engages their customers.
This is underlined by Marc Ros, CEO of After, and Toni Segarra, creative director and founding partner of Alegre Roca. The opinions of these two experts highlight that the great challenge today has to do with the fragmentation of the target audience and the great need that exists regarding the creation of products that impact and reach that audience.
And it is that, Toni Segarra clarifies that: “brands are communication stations”. Like Marc Ros, he confesses that: “brands communicate what people want to see and hear”.
Joint discussions between sales and marketing
Now, there are other experts on the subject, such as Javier Alonso, a senior marketing and commerce specialist (Seidor consultant) who has placed sales and marketing in the current economic environment:
“We are facing a complicated horizon in terms of the next recession and financing capacity, and in it price and service determine the purchase decision”.
Given the current situation, the new goal is to put the customer first. Because it costs between 6 and 7 times more to attract a new customer than to retain those you already have. And to achieve this goal, you need to make use of all the digital tools available to create personalized strategies and offers.
That is why the different departments and channels need to exchange feedback. That is, the information and data extracted from the customer must go to the sales department, and in turn, the sales department must send their information to the marketing department.
Similarly, Ángel Piña, global CCO/CMO of Grupo Emperador, and Eulalia Flo, CEO Iberia of Commvault, have spoken out and are of the opinion that both the marketing and commercial departments should work together. Specifically, Piña’s view is that the CEO’s role in marketing is something very important, as is the marketing director’s position in the company.
In Flo’s case, the CEO believes that collaboration between people and departments is absolutely necessary, as well as having well-defined indicators and objectives set by the work teams. It is also important that the marketing and sales team have joint conversations, overcome prejudices and prejudices.
