Leading Through Crisis: Aligning Sales and Marketing

Host Cross-Departmental Debriefs

Everyone on your team, regardless of whether they’re in marketing or sales, is going to respond to a crisis in a way unique to them. It’s far too easy for people to hunker down when facing higher levels of stress—“the human brain is programmed to narrow its focus in the face of a threat,” after all—which means it’s crucial you do whatever you can to bring your teams together.

Hosting meetings with both departments is a great way to do this. Not only does it open up a place for discourse, where your team members can express themselves and the (maybe new) pain points they’re experiencing, but it also allows you to begin to build a bridge between the departments. 

One of the best ways to do this is by hosting a daily check-in with your various teams. These should be one of the first things you do at the start of the day, and everyone should know it’s a priority they should plan around. “During times of stress and anxiety, rituals serve a touchstone to calm anxiety and create community – both sorely needed right now,” Forbes says. 

The more consistently you can host cross-departmental meetings, the easier it’ll be to align sales and marketing. And when you align sales and marketing, you’ll create a culture of collaboration and transparency where everyone on your teams feels comfortable working alongside each other.

Create Content to Support the Sales Team

Your sales team knows what your customers are going through better than anyone; they’re on the frontlines, after all. Have them pass on the things they’ve heard from customers (old, new, and in the pipeline) to the marketing team and launch marketing campaigns that speak to the specific needs of that audience.

Having your marketers create sales content is an excellent way for you as a leader to bring your two departments together. People are naturally curious, and your teams probably want to work alongside each other. Creating a space where that happens organically will help your company produce better work and promote a healthier, more collaborative culture.

“The solution is to unite people in their efforts and goals as valued members of a cohesive team,” HBR says. This means any activities that bring your marketing and sales departments together are worth pursuing. They will help you create the kind of camaraderie that will help your team persevere through this crisis and beyond.