{"id":1659,"date":"2019-06-17T16:05:04","date_gmt":"2019-06-17T15:05:04","guid":{"rendered":"https:\/\/liminal.pt\/martech-magazine\/?p=1659"},"modified":"2025-01-22T17:30:17","modified_gmt":"2025-01-22T16:30:17","slug":"causas-insucesso-vendas-falta-alinhamento-marketing-vendas","status":"publish","type":"post","link":"https:\/\/liminal.pt\/martech-magazine\/causas-insucesso-vendas-falta-alinhamento-marketing-vendas\/","title":{"rendered":"Causas de insucesso nas Vendas: A Falta de alinhamento entre Marketing e Vendas"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">A rela\u00e7\u00e3o, muitas vezes problem\u00e1tica, entre Marketing e Vendas \u00e9 algo que faz parte do dia-a-dia de muitas empresas. No entanto, a falta de alinhamento entre marketing e vendas \u00e9 uma das principais <a href=\"https:\/\/liminal.pt\/martech-magazine\/principais-causas-insucesso-vendas\/\">causas de insucesso nas vendas<\/a>. Segundo um estudo da SiriusDecisions, as empresas B2B que conseguem garantir o alinhamento entre as duas equipas t\u00eam um crescimento de receita 24% mais r\u00e1pido e um crescimento de lucro 27% mais r\u00e1pido num per\u00edodo de 3 anos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Como alinhar Marketing e Vendas?<\/h2>\n\n\n\n<h4 class=\"wp-block-heading\">Solu\u00e7\u00e3o 1: Melhorar a comunica\u00e7\u00e3o entre as equipas<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">\u00c9 essencial que as duas equipas falem e colaborem. Uma das solu\u00e7\u00f5es mais imediatas \u00e9 planear reuni\u00f5es semanais para que cada equipa consiga ver de que modo pode ajudar a outra a atingir os objetivos e, assim, trabalharem para o mesmo fim. \u00c9 tamb\u00e9m essencial que as duas equipas estejam envolvidas na cria\u00e7\u00e3o do <a href=\"https:\/\/liminal.pt\/martech-magazine\/8-termos-account-based-marketing-que-precisa-conhecer\/\">ICP (Ideal Customer Profile)<\/a>, caso seja uma empresa B2B, ou das buyer personas, caso seja uma empresa B2C.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Solu\u00e7\u00e3o 2: Apostar em tecnologia<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">H\u00e1 algumas ferramentas essenciais no dia-a-dia das Vendas, mas tamb\u00e9m do Marketing. Por exemplo, atrav\u00e9s do <a href=\"https:\/\/liminal.pt\/produtos\/crm.html\">CRM &#8211; Customer Relationship Management<\/a>, o Marketing consegue perceber quais os conte\u00fados que est\u00e3o a ter mais downloads e, por isso, que despertam maior interesse por parte do p\u00fablico-alvo e a equipa de Vendas consegue manter um hist\u00f3rico atualizado de todas as intera\u00e7\u00f5es que houve com a empresa, bem como quais as p\u00e1ginas que o potencial cliente visualizou, de modo a personalizar e adaptar a abordagem.<\/p>\n\n\n\n<h4 class=\"wp-block-heading\">Solu\u00e7\u00e3o 3: Definir processos<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Se a empresa investir em tecnologia, mas n\u00e3o delinear os processos em rela\u00e7\u00e3o \u00e0 abordagem de cada uma das equipas, apenas vai piorar o problema e vai-se tornar imposs\u00edvel medir o impacto do trabalho de cada uma. \u00c9 important\u00edssimo que as responsabilidades de cada equipa e que os processos relativos a cada etapa do funil de marketing e vendas estejam bem definidos. \u00c9 tamb\u00e9m necess\u00e1rio que ambas as equipas usem o mesmo vocabul\u00e1rio &#8211; por exemplo, quando o marketing fala de uma MQA &#8211; Marketing Qualified Account, a equipa de Vendas tem de perceber o que significa o termo. As duas equipas devem discutir e definir claramente o que significa uma boa lead, bem como definir as fases do processo de vendas, nomeadamente qual o momento em que as leads s\u00e3o passadas do marketing para as vendas. Todos os membros de Marketing e Vendas devem conseguir responder \u00e0s seguintes quest\u00f5es:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Quem deve agir?<\/li>\n\n\n\n<li>Quando deve agir?<\/li>\n\n\n\n<li>Onde e como \u00e9 que deve faz\u00ea-lo?<\/li>\n\n\n\n<li>Quais as m\u00e9tricas que est\u00e3o envolvidas?<\/li>\n<\/ul>\n\n\n\n<h4 class=\"wp-block-heading\">Solu\u00e7\u00e3o 4: Estabelecer um SLA &#8211; Service Level Agreement<\/h4>\n\n\n\n<p class=\"wp-block-paragraph\">Depois das tecnologias e dos processos estarem bem delineados, \u00e9 tamb\u00e9m crucial que seja criado um SLA &#8211; Service Level Agreement. Neste &#8220;pacto&#8221; deve constar tudo aquilo que o marketing deve fazer para apoiar as vendas, e tudo o que as vendas devem fazer para apoiar o marketing. Por exemplo, pode ser necess\u00e1rio estabelecer que devem ser publicados 2 blogposts por semana e que \u00e9 necess\u00e1rio focar a comunica\u00e7\u00e3o num determinado tema que as vendas est\u00e3o a tentar fazer &#8220;push&#8221;. Ou deve ser definido que as leads provenientes de inbound devem ser contactadas em menos de 5 minutos ou que cada comercial deve tentar contactar a lead pelo menos 8 vezes antes de desistir. Isto ajudar\u00e1 a definir as responsabilidades de cada equipa.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">A Checklist que ir\u00e1 ajudar a alinhar Marketing e Vendas<\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Para que consiga alinhar as equipas de marketing e vendas na sua empresa, cri\u00e1mos uma <a href=\"https:\/\/liminal.pt\/checklist-alinhar-marketing-vendas\/\">checklist<\/a> que ajuda a perceber qual o n\u00edvel de integra\u00e7\u00e3o atual entre as duas \u00e1reas, qual o grau de alinhamento em que a sua empresa se encontra atualmente e quais os passos que deve seguir para integrar marketing e vendas. <\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Fa\u00e7a <a href=\"https:\/\/liminal.pt\/checklist-alinhar-marketing-vendas\/\">download da checklist<\/a> e melhore o n\u00edvel de integra\u00e7\u00e3o das duas \u00e1reas na sua organiza\u00e7\u00e3o. <\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter\"><img data-recalc-dims=\"1\" loading=\"lazy\" decoding=\"async\" width=\"646\" height=\"226\" src=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/02\/checklist-alinhar-marketing-vendas.png?resize=646%2C226&#038;ssl=1\" alt=\"alinhar marketing e vendas, checklist, marketing, liminal\" class=\"wp-image-1490\" srcset=\"https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/02\/checklist-alinhar-marketing-vendas.png?w=646&amp;ssl=1 646w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/02\/checklist-alinhar-marketing-vendas.png?resize=300%2C105&amp;ssl=1 300w, https:\/\/i0.wp.com\/liminal.pt\/martech-magazine\/wp-content\/uploads\/2019\/02\/checklist-alinhar-marketing-vendas.png?resize=600%2C210&amp;ssl=1 600w\" sizes=\"auto, (max-width: 646px) 100vw, 646px\" \/><\/figure>\n<\/div><div class=\"rtng-rating-total\" data-id=\"1659\"><span class=\"rtng-text rtng-title\">Feedback<\/span><div class=\"rtng-star-rating rtng-no-js \" data-rating=\"100\">\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t<div class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t\t<span class=\"dashicons dashicons-star-filled\"><\/span>\n\t\t\t\t\t<\/div><\/div><span class=\"rtng-text rtng-total\">5 de 5 estrelas. 1 votos.<\/span><\/div><form action=\"\" method=\"post\" class=\"rtng-form\" data-id=\"1659\"><input type=\"hidden\" name=\"rtng_show_title\" value=\"1\"><span class=\"rtng-text rtng-vote-title\">O meu feedback:<\/span><div class=\"rtng-star-rating rtng-no-js rtng-active\" data-rating=\"\"><label class=\"rtng-star\" data-rating=\"1\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"1\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"2\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"2\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"3\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"3\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"4\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"4\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><label class=\"rtng-star\" data-rating=\"5\">\n\t\t\t\t\t<input type=\"radio\"  name=\"rtng_rating[0]\" value=\"5\" \/>\n\t\t\t\t\t<span class=\"dashicons dashicons-star-empty\"><\/span>\n\t\t\t\t<\/label><\/div><noscript><input type=\"submit\" name=\"rtng_add_button\" class=\"rtng-add-button\" value=\"Rate\" \/><\/noscript>\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_type\" value=\"post\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_object_id\" value=\"0\">\n\t\t\t\t<input type=\"hidden\" name=\"rtng_post_id\" value=\"1659\"><input type=\"hidden\" id=\"rtng_nonce_button\" name=\"rtng_nonce_button\" value=\"b5f424d18a\" \/><input type=\"hidden\" name=\"_wp_http_referer\" value=\"\/martech-magazine\/wp-json\/wp\/v2\/posts\/1659\" \/><\/form>","protected":false},"excerpt":{"rendered":"<p>A rela\u00e7\u00e3o, muitas vezes problem\u00e1tica, entre Marketing e Vendas \u00e9 algo que faz parte do dia-a-dia de muitas empresas. No entanto, a falta de alinhamento entre marketing e vendas \u00e9 &hellip; <\/p>\n","protected":false},"author":2,"featured_media":1666,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[64],"tags":[80,114],"class_list":["post-1659","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-vendas","tag-alinhamento-marketing-e-vendas","tag-alinhar-marketing-e-vendas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Falta de alinhamento entre Marketing e Vendas: como resolver | Liminal<\/title>\n<meta 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