The Three Legged Stool: Marketing, Sales and Customer Care

Running a successful business is no easy task. As much as we wish there was, there is no magic formula for success. There is, however, a well-proven strategy that today’s most successful companies use to achieve optimal results. Dubbed the “three legged stool,” this strategy involves marketing, sales and customer care working together toward a collective goal.

All too often marketing, sales, and customer care departments work in silos, rarely ever communicating or working with one another to create a better customer experience to drive sales. These three departments, however, are very much intertwined and rely on one another to succeed.

Think about it; the marketing team does the job of spreading brand awareness and attracting customers through a variety of channels. Once customers are in the funnel, sales then steps in and converts those leads into paying customers. And finally, the customer care department makes sure that the customer remains happy with the product or service.

While each department has its own set of duties, they all play an important role in onboarding new customers and retaining existing customers. In other words, if one leg of the stool is broken, it creates an unbalanced business strategy. Because of this, it’s important that all three departments successfully and effectively communicate and collaborate.

Collaborative technology is a key component to helping these departments work together. The right technology will enable each department to collect and share important customer data—such as a customer’s history, background, goals and previous contacts with the company—in one single, easy-to-use place.

You can’t expect to see success when your three most important departments aren’t working together. If you haven’t already, consider implementing collaborative technology that allows these departments to seamlessly communicate and share data.

Steve Brubaker began his career at InfoCision in 1985. In his current role as Chief of Staff and as a member of the Executive Team, he is responsible for HR, internal and external communications, and manages the company’s legal and compliance departments. Brubaker is a member of a number of professional organizations, including the DMA, SOCAP, and PACE. He also donates his time to serve on several university boards, including the Executive Advisory Board for The Taylor Institute for Direct Marketing at The University of Akron and The University of Akron Foundation Board. He is a frequent speaker for national events and has also been honored with a number of awards and recognitions for his contributions to the call center industry.