Many larger organizations by now know or should know they need to be more agile/entrepreneurial in order to survive. However, this can be extremely challenging in a larger organization for several reasons. One that seems more challenging than it has to be is establishing a structured feedback loop between Sales and Marketing. The reason this feedback loop is critical is that it allows the organization to iterate faster because Marketing gets real-time feedback from the best market research provider – Sales (which is also free). As mentioned in The Lean Startup by Eric Ries, it’s about getting “…through the Build-Measure-Learn feedback loop with the minimum amount of effort”.

This data is valuable and necessary. Who best to tell you what the customer really thinks about your product and what should be modified? Enterprise software like Salesforce has functionality that allows for this to happen. A company can start with something as innocuous as a general email address that Marketing can scan to get a pulse of what is happening in the market.


It allows the customer to know that you are listening to them and willing to respond with product/service modifications.

It also demonstrates to Sales that the organization recognizes them as a partner in the business decision-making process. When Sales feels appreciated it is a tremendous motivator for them to be more invested in the entire selling process.

So…….no matter what method, having a structured feedback loop is important. Just creating a “process” is only one part of the story. In addition, the organization must create a level of trust within Sales to feel comfortable sharing both positive and negative feedback. Without a culture that rewards transparency you might as well not have a feedback mechanism because you will only get glowing reviews and other nonsense so people get recognized for sharing the best reviews from customers. This type of relationship is completely counterproductive and will be a waste of everyone’s time. If you want real feedback, reward real feedback. It will be invaluable to the success of the organization.

It’s like the old saying…Garbage In Garbage Out (GIGO).