Make portraits of clients.

If the sales department does not have a culture of collecting and discussing different customer segments, then "congratulations - you are in trouble."
This is where the marketer's presentation skills will come to naught in the course of daily work. Any segmentation is the collection and systematization of data on purchases in the company (why they buy, what problems and factors of choice), not the metaphysical abstractions of a person who has never left the office.

Create relevant lead magnets.

The marketing department is responsible for the product line that the seller brings to the consumer. The most important weapon will be a lead magnet (a free product that can be offered to a customer), and if it is unattractive to the customer, it will not be effective.

To conduct effective pricing and form non-price factors of choice.

The marketing department is also responsible for the company's pricing policy and the development of non-price advantages. It is important to find a balance between price and value.
- If there is not enough value, you will have to sell it cheaply.
- If there is an overabundance of value at a low price, then this is a welcome sign of the problem of high expectations and the inability to meet them.
This is a direct job of a marketer, as is organizing discounts for new customers and loyalty programs.

Automate the segmentation of the customer base.

4.1 The customer base should be segmented according to the RFM principle:
- How long ago did you buy it?
- How often do customers buy?
- What kind of shopping receipt?
Depending on the segment (there are 27 of them), the "next step" that the seller should offer the customer in terms of product or price is suggested.

4.2 If you automate segmentation and offer personalized offers to customers (today you need to call this customer, he is in this segment, and offer this), sales will increase because such offers will always be on time.
Spoiler alert: it's not hard to do.

CRM: tools + instructions.

Sales departments think that a CRM system is just a sales tool. This is not the case.
A good CRM has 3 key functions:
- support of the sales department;
- marketing automation;
- analytics and efficiency control.

Only a marketer can offer the necessary tools that will perform all the functions, as well as set the terms of reference for the CRM system's finalization.

Automate triggered advertising campaigns.

For example (1), a customer has left a request but is making a decision. At this time, he starts to see ads that reveal the advantages of your company. In this situation, it is easier for the buyer to make a decision.
For example (2), automated work is carried out on RFM segments that buy without the need for the sales team to make calls.

To help improve business processes.

I believe that business processes should be developed within the sales department. Period. Marketers can only complement the logic of acquisition and retention with tools and customer insights.

Set up analytics and online dashboards for the sales team.

Analytics is the birthplace of the marketing department, so without further ado. Reports should show:
- financial efficiency of the company;
- the effectiveness of advertising campaigns;
- the effectiveness of specific managers of the OP;
- to fully digitize the customer service funnel.