Let's imagine that we have built sales according to the conveyor model, but how to manage this conveyor? Who will be responsible for the synchronicity of processes? We can assign managers to each stage, set individual goals for them, which will lead to a situation where everyone will strive for their own KPI, without taking into account the common goal. This is where the next trend is born: collaboration of commercial functions of several departments.
This does not mean that everyone has one indicator - revenue. This means that the internal indicators of each department should directly affect revenue: for marketing - SQLs (quality leads, potential clients), for sales - the amount of money, for CS (customer success) - retention. Accordingly, the actions of each team will be subordinated to a common goal. Sales will improve outgoing communication with the client, increase the frequency of receiving feedback, and conduct regular business reviews. Marketing will improve the quality of leads, strengthen auto-onboarding, in collaboration with products will promptly receive and inform about product updates, provide unified communication in newsletters and chats.