Sales and Marketing Integration in B2B Healthcare

In the video below, Royce Brunson, the Chief Revenue Office at HRS, discusses the integration of Sales and Marketing with Adam Turinas, the CEO & Founder of healthlaunchpad.

Royce further highlights some of the brand awareness strategies they adopt and emphasizes the importance of involving customers in brand development.

We hope that the tips and insights in this video will enlighten you as you work towards building a customer-focused integrated sales and marketing team.

 Sales & Marketing Integration- Video Highlights

In the video, Royce shares valuable lessons on the following:

1. The Roles of  Sales & Marketing In a B2B Healthcare Organization
2. Why Sales & Marketing Integration is Critical
3. Focus Areas: Lead Generation & Retention Teams
4. Marketing Team & Brand Awareness 

#1. Sales and Marketing – Roles and Functions

Most organizations tend to treat sales and marketing as two different functions. In Royce’s firm, sales, and marketing work towards common goals which are:

To generate revenue, to continue developing brands, and to continue to retain clients.

#2. Why An Integrated Sales & Marketing Team?

Royce explains that since both of their teams must continue working together, they have integrated their sales and marketing teams to operate under one umbrella.

This is to ensure that they work alongside one another.

And so the integration of sales and marketing functions means both teams must closely collaborate with each other.

#3. Collaborative Areas of Focus

More often, you will hear people talking about lead generation and then the pipeline.

Some of the critical questions can be:

• Where is that lead in the funnel?
• How does it become a lead or a qualified lead?
• Where in the pipeline does it develop into a lead?
• How does it develop throughout the opportunity stages?

#3.1 Marketing Focus: Lead Generation

For most organizations, marketing should contribute about 50% of the pipeline.

So, that is where you ought to focus your marketing efforts which are generally on-demand generation and pipeline generation. You definitely need to also factor in the expenditures for all the resources you need.

Note: Just because the leads have come to the organization, or just because it is somebody that we have identified as being qualified within our ideal customer profile, does not mean the marketing job has been done.

In fact, most of the time, that is when it is just getting started.

Acquisition & Retention Teams

In Royce’s firm, there is an Acquisition Team responsible for customer acquisition, and also a customer Retention Team.

The Retention team focuses on retaining clients, avoiding churn, and ensuring renewals are happening.

#4. Brand Awareness – Customer Involvement

Some of the brand marketing strategies your integrated sales and marketing team can collaboratively execute include:

1. Conducting interviews or podcasts with your partners
2. Involving customers in product development conversations

 Building An  Integrated Sales & Marketing  Team – Video