You’ve likely heard it said that your sales and marketing teams should work cohesively together to drive revenue. Many companies place the two departments side by side and others combine the two into one force. It is true that many of their tasks overlap, but at the same time they are very individual.

Still, there are things your sales team can learn from marketing and things marketing can learn from your sales team. Since only 22 percent of businesses are happy with their conversion rates, looking at different tactics to improve overall marketing is a great place to start. If you want marketing to be as effective as possible, focus on teaching them to think more like salespeople.

1. Gain Polish

Your sales team is out schmoozing with clients, meeting people and presenting the company in a positive light. These employees tend to be experts at networking because most are outgoing by nature. Your sales department represents your company in a bold and exciting way. Marketing has more of a tendency to work behind the scenes, creating social media posts and advertisements. Even though they may not work with consumers face-to-face, they create an overall tone that reflects who your company is and what you do.

What marketing can learn from sales is how to put themselves out in the world and represent your company in a positive light. By seeking networking opportunities, they may find influencers who will promote your company. The possibilities are endless as they get out into the world and meet new people. Marketing should think like sales when it comes to collecting contacts and networking.

2. Work Better Together

When marketing begins to better understand why sales does the things they do, the two teams will work together more efficiently. For example, marketing has the ability to track online trends and push leads the way of the sales team. When marketing understands the upcoming deals sales wants to push, or the goals of the sales team, they can focus on the leads most desirable to the sales team.

Because many of their goals overlap, sales and marketing clash in some companies. This simply shouldn’t be the case, as their roles are different but still drive the company toward the same ultimate goals. Thinking like one another is simply one step in positive companywide culture.

3. Stay Up-to-Date

A recent study indicated that salespeople who used social media to build relationships and reach out to leads were 78 percent more effective than those who did not. Marketing stays up on social media trends and can help salespeople with the best ways of reaching out without seeming spammy. At the same time, a closer relationship with sales allows marketers to understand where the company should have a social media presence.

When marketing thinks more like sales, they know what type of information needs to be collected for a successful close. Armed with current info and statistics, a salesperson can better target a specific demographic or create user personas of their typical lead.

4. Create Efficient Ads

Understanding what sales wants in an ad campaign helps marketing avoid multiple edits back and forth when pushing a new campaign. If you think like the sales team, then you understand the underlying goal of a new ad campaign is driving sales.

For a salesperson, it’s about building relationships, but at the end of the day they need sales to make a living and keep their jobs. When you understand the underlying goal, it is much easier to create an ad that helps achieve that goal. Marketing tends to think in terms of overall exposure of the brand, while sales is more focused on the individual customers. Thinking more like sales allows marketing to better understand target audience members.

5. Understand Marketing Collateral

Your sales team uses certain tools to clinch a sale. There are likely some marketing materials they use when meeting a new client, such as a slick brochure or a website. On the other hand, there are likely some marketing materials that just sit and gather dust year after year. Understanding which marketing collateral is most useful to sales allows marketing to create better materials going forward.

Creating useful materials makes more sense than creating materials no one uses. Marketers should talk to salespeople to figure out which materials work best for them and why. It’s also smart to find out exactly how salespeople use those materials. Once marketing fully understands the scope of how collateral is used, it’s much easier to create more materials that are helpful to sales.

6. Know Your Company Story

One thing that salespeople do really well is share the story of your company. What does the company do? How did it come to be? What is unique about the company that competitors simply don’t offer? Day after day, a salesperson goes over these items and shares the stories with potential leads as well as current customers.

Getting to know the stories that your salespeople share allows you to figure out creative ways to convey the company narrative through marketing. Perhaps one salesperson tells a funny story about the founder of the company and some of his early failures on the way to finding success. This is a story that could easily be shared in video format and uploaded to YouTube or placed on the company website to drive new customers to the business.

Acquiring New Business

While marketing works behind the scenes to present the company in its best light and sales work in the front end to gain new clients, the truth is that every person in your company should strive to drive new consumers toward your company. If everyone is on the same page with similar goals, then marketing, sales or any other team won’t feel as though they are separate from everyone else. Instead, all employees should seek ways to work together and grow the company, driving success.