Excerpt from: Forbes.com

The general relationship between sales and marketing teams has always proven to be challenging. Marketing teams work hard to drive leads but are often frustrated with sales teams not engaging those prospects quickly enough or not following up to nurture them as needed. Sales teams are equally frustrated by high volumes of low-quality leads they have to chase down, sift through and scramble to respond to 24/7, which is unrealistic. Clearly, there is a “gap” in the marketing and sales funnel, leading to a huge number of missed opportunities, lost time and money.

Over the last 10 years, there’s been a massive shift in how consumers prefer to communicate with businesses.   We live in a world of apps, bots and buttons, and people have become accustomed to engaging on their own time and terms. Yet many businesses have failed to adapt. For example, 89% of consumers prefer to engage with a business by text; yet businesses are still calling prospects that don’t answer the phone.

Though the challenges of optimizing your lead conversion may be great, the opportunities are even greater. Here are a few pieces of advice for sales and marketing teams that may create an instant lift to your business.

Offer SMS Communication

Getting a prospect to pick up the phone or open your email campaigns is a shot in the dark. Consumers are tired of robocalls and spam emails, making these forms of contact ineffective on their own.

Read the rest for free at Forbes.com