The importance of a diverse team in a Sales and Marketing function

I’ve worked with Adlestrop Consulting for some years and enjoy our working relationship and market focused working sessions.  The team asked me to share my perspectives on what makes a strong Sales and Marketing function.  So below is my perspective on the ingredients, opportunities and principles that I believe help to drive my own team. 

I’ve worked within professional services for 17 years and have been a part of sales and marketing for almost half of that time.  In earlier years I remember courses prompting me to “love what you do” and I’m very fortunate that I do just that.

I lead a team of sales and marketing professionals who are not only a fantastic, diverse and talented group of people but we share three common goals. As a team, we want to:

1.        deliver outstanding client service (both within our office walls and beyond);
2.        operate and function as a team whilst playing to our individual strengths;
3.        exceed our targets but in the right way.

In order to maximise our impact within our keys areas of focus we looked at how we could operate as efficiently and effectively as possible; a fair challenge for any sales and marketing function.  As a result, we chose to remove the barrier between our respective technical disciplines and focus on strengths, skill set, team compatibility and individual approaches.  Focusing on our objectives we paired team members with complimentary technical backgrounds and styles together.  This approach allows us to:

• Maximise the impact of marketing materials and drive activity in the sales cycle;
• Gives team members greater understanding of each other’s technical disciplines and drives innovation;
•Enables a more rounded internal client experience.
Finally there are two principles that I remain focused on, especially in light of any market disruption and change.  

1.        Agility – it’s important that sales and marketing professionals embrace the opportunities that flow from change. We should celebrate change and see disruption as an opportunity to instil excitement and new ways of working on those around us.

2.        Resilience - backing yourself and your team in the face of change is important and so is ensuring you have the right support around you as you move in a new direction is key.

I’m both lucky and grateful that the firm I work for gives me the entrepreneurial freedom and ongoing support to exercise both of the above.  Everything we are able to achieve is because my team work well together, support each other and are passionate about their clients and our collective achievements.  Creating a team environment that supports them being individuals and maximises their respective talents is one of my favourite parts of being in a leadership role.