1851

Smart sales and marketing leaders understand the importance of collaboration across marketing and franchise development teams. In a perfect world, each team would work in tandem with one another. In reality, however, marketing and franchise development teams often work in silos, unable to see eye-to-eye on lead generation and consumer messaging, causing fragmented and confusing branding. Something as straightforward as a Facebook ad can cause conflict between a sales team who wants to highlight a testimonial versus a PR person who wants to produce educational content that talks about anything but the brand. On the other hand, companies that successfully integrate their franchise development and marketing practices create a rounded lead-to-close process, laying a foundation for other elements of marketing and sales collaboration, like a shared definition of a qualified lead and better aligned messaging. Your customer relationships depend on these separate teams finding common ground, and when they do, it&#8217;s beautiful for everyone. Sales teams provide a direct lens into your target&#8217;s needs while marketers know exactly how to reach new leads through content and consumer education resources. Here are three great places to begin joining forces with your marketing and development teams: 1. Position marketing as a content creation engine and sales as a learning and distribution point. Every marketer knows that content is important, which is why they&#8217;re ramping up budgets for blog posts, press releases, case studies, video, etc. Ambitious marketers are constantly on the hunt for article ideas and distribution channels, but they often overlook a crucial, untapped resource that&#8217;s sitting right next to them. The sales team is on the front line, speaking with the leads the marketing team generated. Their conversation isn&#8217;t going to revolve around the content the lead may have seen. They&#8217;re going to be asking questions about their business challenges and determining if the franchise opportunity would be a good fit. 2. Unite around a common goal. If a marketer&#8217;s performance is measured by number of leads as opposed to qualified leads, for example, they&#8217;ll be incentivized to ramp up volume rather than quality, forcing sales reps to spend more time sorting through prospect information than closing deals. Instead of choosing a pack of different metrics, choose one or two that encourages collaboration and forces sales and marketing teams to work together. 3. Create a culture of communication. Everyone knows that communication is crucial for success in business, so I won&#8217;t exaggerate that point. As much as we value communication, however, we find it hard to prioritize collaboration, simply because there aren&#8217;t enough hours in the day. Encourage marketing and sales teams to remedy that by encouraging weekly meetings and listening to feedback from each team. Consumers nowadays are constantly being targeted by brands from every angle. At the end of the day, they will seek a balance between trusting a brand that has been well-communicated to them and trusting the development person they&#8217;re on the phone with. An integrated process will look different in all organizations, but the best way to move forward is to learn from our colleagues.

1851 Franchise

Here are three ideas to begin joining forces with your marketing and development teams. 

This brand page has been paid for by 1851. Content within this page that is paid will showcase a Sponsored icon. This means the brand has engaged 1851 FRANCHISE to write the content. Content without the Sponsored Icon is aggregated media placements the brand earned. Questions can be sent to editorial@1851franchise.com

Marketing for Franchise Sales

marketing-for-franchise-sales

The Growth Coach

The Growth Coach Franchise Costs, Fees, Profit and Data for 2025

the-growth-coach-franchise-costs-fees-profit-and-data-for-2025

One Hour Heating and Air Conditioning

Why One Hour Heating & Air Conditioning Sees People as the Power Behind Franchise Growth

one-hour-heating-air-conditioning-franchise-growth

Lawn Doctor

Design with photo of John Perry and Lawn Doctor logo

How a 20-Year Industry Veteran Tripled His Sales With a Lawn Doctor Franchise

lawn-doctor-franchise-success-story-john-perry

Fitness Premier

The Secret to Fitness Franchise Success? It's Not Just the Workouts

fitness-premier-franchise-marketing-support

Fresh Coat

Photo of Fresh Coat vehicle with ladders on top

The Rise of Home Improvement Franchises: Why Now Is the Time to Invest

why-invest-home-improvement-franchise-fresh-coat

Buying a Franchise Masterclass

 Franchise Opportunities

Get Support Buying a Franchise

How to Buy a Franchise White Paper

How to Buy a Franchise

How to Sell Franchises

How to Grow a Franchise

Find a Franchise Supplier

1851 Franchise Opportunities

Franchisor News

Franchisor Power Rankings

FranCamp Mastermind Summit

Franchise Development Website Builder

Franchise Resources

What ALEC-Laffer's Report Means for Franchising

Website Awards

Power Rankings

About 1851

Advertise on 1851

Contact 1851 Editorial

Terms of Use

1851 Login

GROWTH CLUB LOGIN

facebook

instagram

twitter

linkedin

youtube

Design with American and Federal Reserve flags against light blue background

Federal Reserve Expected To Cut Rates by Quarter Point, a Move That Could Boost Franchise Growth

fed-rate-cut-boosts-franchise-growth

Potbelly to be Acquired by RaceTrac in $566 Million Deal 

racetrac-acquires-potbelly-in-566-million-deal

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities - 1851 Franchise Agg

Health Care Hiring Slowdown Highlights In-Home Care Franchise Opportunities 

health-care-hiring-slowdown-in-home-care-franchise-opportunities

Caribou Coffee Names Scott Kennedy CEO, Eyes Continued Growth

caribou-coffee-names-scott-kennedy-ceo-eyes-continued-growth

McDonald’s Launches New Extra Value Meals as Consumer Demand for Value Continues to Climb

mcdonalds-launches-extra-value-meals

Technomic Releases Annual Ranking of the Top 15 Fast-Food Chains in the U.S.

technomic-releases-annual-ranking-of-the-top-15-fast-food-chains-in-the-us

Friendly’s Parent Company Acquired by Multi-Unit Franchisee as More Owners Take the Lead in Brand Acquisitions 

friendlys-parent-company-acquired-by-multi-unit-franchisee-as-more-owners-take-the-lead-in-brand-acquisitions

Hely and Hiral Patel Bring Their Longtime Dream to Life With The Brass Tap

brass-tap-franchise-pasadena-maryland-hely-hiral-patel

1851 Keyword - The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

The Secret To Succeeding With a Part-Time Franchise Is Picking the Right Model

part-time-franchises-picking-the-right-model

Franchisee spotlight graphic with photo of Ricki Oberoi and Layne's Chicken Fingers logo

Multi-Unit Wendy’s Operator Signs 12-Unit Deal With Layne’s Chicken Fingers

ricki-oberoi-laynes-chicken-fingers-growth

DevHub - Meet the Supplier - 1851 Franchise

DevHub: Scalable Digital Marketing for Franchises and Multi-Location Brands

devhub-meet-the-supplier

1851 Franchise Deep Dive graphic with Sparkle Squad logo

Sparkle Squad Franchise Costs, Fees, Profit and Data for 2025

franchise-deep-dive-sparkle-squad-franchise-costs-fees-profit-and-data

Design with school-aged child standing on pencil with text "Education Franchises" and "<$500K"

Top Education Franchises Under $500K To Explore in 2025

top-education-franchises-under-500k

Marketing for Franchise Sales

MORE STORIES LIKE THIS