Collaborating Across Sales Teams: How it Helps You Win

Success in sales is mainly driven by individual performance. So why should sales leaders care about collaboration? Let's take a look at a few ways it can make your team stronger.

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Collaboration within sales teams benefits your brand as well as individual reps. Let’s take a deeper dive into some of the advantages you might enjoy:

Sales team collaboration provides a consistent message to your customers

Even high-performing, brand-driven salespeople will stray off-book every once in a while. By encouraging collaboration between departments and within your teams, you can be assured that your company’s mission and goals will always be first and foremost on their minds.

To best support this level of communication, it is important for each team and each individual on that team to know what everybody else is working on. Conducting regular, weekly sales meetings, during which you outline objectives for each team and encourage collaboration, is a good idea.

Collaboration helps to further long-term goals across all departments

In any given sales environment, a rep may be responsible for hundreds of products. They may be so focused on closing the sale that they are unable to see the entire chain of events from initial interest, to exploration, purchase, onboarding, and renewal, [6] and may end up making promises they can’t deliver on.

Fostering inter-departmental collaboration helps everybody work together toward the common goal, which is, ultimately, serving the customer with the products and information they need, when they need it. This, in turn, brings value to the relationship and encourages trust, which almost always leads to repeat business.

Collaboration provides support to your salespeople when they need it most

When sales teams are on the same page and aligned with other departments [7] it provides each rep with an avenue for assistance if and when they require it. Whether they need help with product information, handling sensitive situations, managing expectations, and emotions, or simply developing a common language around the brand or a product, having an established rapport with the right team members helps build confidence, strengthens the brand,[8]  and generally supports the rep in doing a great job.

Sales team collaboration eliminates communication silos

All too often, different teams and departments exist in their own bubble. It’s an easy trap to fall into — choosing to only communicate with those you work directly with — and as a result, you run the risk of losing touch with common goals. A lack of collaborative communication often leads to missed opportunities.

Collaboration across teams makes customer feedback more effective

It happens with alarming frequency: a customer provides valuable feedback on a product or service, and the message simply does not filter out to all stakeholders quickly enough. By the time it makes its way into the collective consciousness, it may have already become a missed opportunity, or worse, a problem that is too stale to be solved or salvaged.

When teams communicate and are made aware of the situation, whether it is a product defect or an issue with the competition, they can take action in a timeframe that makes it possible to turn a negative into a positive.

Team collaboration supports every individual’s ability to succeed in their job

Being able to do more in less time is the goal of every sales team, as are meeting sales quotas and advancing company objectives.

In many teams, there is often one individual who consistently out-performs the rest, exceeding their quotas and consistently staying on top. When teams are aligned, this success can be leveraged to help others achieve similar results.

Whether it’s about spending more time communicating with customers, cross-selling in other product categories, or liaising with competing peers in their category, adopting what has proven successful to the individual will serve to strengthen the larger group.

What you can do today to support better sales team collaboration

Building a culture of collaboration may be the single most important thing you will do for the success of your company. Here are a few ways you can support that collaboration, starting today:

1. Schedule regular face-to-face meetings to discuss team priorities as well as to discuss what each rep’s individual focus should be.

2. Encourage your reps to be open about ongoing deals, including their wins and the challenges they face.

3. Talk openly about deals that have been lost as a way to understand how to overcome these issues in the future. Exploring these losses is as important as it is to celebrate wins.

4. Open up digital communications to the group to invite feedback and critique. This will help your sales team become better communicators and will also engage their team-mates in the success of the group as a whole.

5. Implement a team-based bonus system to transform the individual mentality into a more team-oriented dynamic.

6. Encourage opinions and feedback, both positive and negative. This will foster a healthy company culture in the workplace and engage your team in constructive conversation.


While sales coaching, sales training, and sharing sales tips all go a long way to supporting your team’s success, there is no substitute for open, direct collaboration.

Supporting the alignment of a high-performance sales team requires an effective communications platform. Learn how Groove leverages technology to help you reach your sales collaboration goals here.