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How To Effectively Manage Ecommerce Teams

3 years ago
digital team collaborating table

In-person interactions driving sales in brick and mortar stores have now been replaced by ecommerce websites. On any ecommece website, it is the user interface, sales funnels, and content that are responsible for driving sales.

You still have a sales team, they just work online. But this doesn’t mean that their work is robotic and without personal interaction and creativity.

In fact, to stand out, your ecommerce team need to collaborate and incorporate creativity into their work. Consumers have literally millions of options; the companies that can create a personal and engaging experience for their target customers are the ones that stand out and succeed. The more effectively your team work to bring together the technological and creative aspects of online selling, the more your brand will garner a following and bring in the sales.

Encourage and enable conversation between design, development, and marketing

Efficient ecommerce campaigns and customer experience cohesion are only achieved through interdepartmental collaboration. Get out of the habit of working in silos.

Design and development have so much more to do with marketing and sales than ever before. It’s important for them to work with your marketing and sales creatives to create a cohesive experience that’s joined up from a technology and UX perspective.

There is no picking up the phone and cold calling or greeting customers when they come into your store; that’s what the user experience is for. Designers, marketers, and sales teams should be on the same page.

Use company chat tools, video calling, short meetings, and shared central calendars to mesh all departments together and keep them working towards the same goals. Expertise crossover and everyone’s eyes on the process can help solve problems and generate brilliant ideas.

Make data accessible and a part of everyone’s process

Your focus should be collecting data and understanding how users interact with your site: why they do, or do, not make a purchase.

It’s important that everyone has a clear view of customer data, and can make the most of it to better align their work towards a common goal. It’s much more effective for the whole team to see what’s happening in real-time, rather than someone down the line telling them “this isn’t working”.

Make it a priority and a weekly routine task to share updates on important customer data with the whole team so you can analyze and make quick improvements.

Share important documents and reports via Dropbox so everyone has access. Invite team members to Google Analytics and have weekly reports sent out. Invite everyone to access your CRM of choice (Hubspot has great collaborative features).

Define roles and set goals to work towards together

Even the smallest teams can have a huge impact online; that’s the beauty of ecommerce. Combining sales and marketing to work seamlessly together requires tasks that are unique to ecommerce.

Every ecommerce team should have a content strategist, technical support, a copywriter/storyteller, a sales manager, and a data analyst.

  • Your content strategist should be in charge of creating content that attracts, informs, entertains, and converts your target audience. Goals for a content strategist should be to keep a consistent content schedule and gauge its effectiveness over time by looking at resulting conversions.
  • Your technical support roles should be available to set up funnels, create landing pages, and integrate tools and platforms necessary to automate your processes and stay one step ahead of competition.
  • Your copywriter creates and tests landing page and ad copy in conjunction with your content creator to create a user experience that converts.
  • Your sales manager should be your “frontline” online and manage interactions with customers and any outbound marketing (email, etc.) to potential customers.
  • Your data analyst is who should be monitoring the success of all your team’s work and helping everyone determine how their role is contributing to that and how they can improve.

Since all these roles are so integrated, your team should set weekly and monthly goals and analyze results as a whole to determine how to make all these parts work together.

Make speaking “face-to-face” a priority

Marketing and sales are still so personal and creative at their core, making good brainstorming sessions necessary.

Passing around ideas just doesn’t happen the same way over email. It’s still necessary to put in some time speaking with your team. Speaking helps to build bonds and personal connection within your team. Even inside an office, it can be easy to stick to online communication only.

Make regular video calls with your team to brainstorm new ideas and make going over important detail a habit. It will help align everyone and re-motivate your team towards one common goal each week, as well as lessen misunderstandings that can frequently happen over email and messages.

Improve brainstorming and encourage participation with company chat

By using a company chat platform you can include people from all teams (no matter where they’re located) in the ongoing conversation. Company chat is a great alternative to email to share important files, quickly discuss, and make sure everyone is on the same page. Chat actually allows everyone to equally contribute their ideas. Company chat eliminates some of the problems with meetings in terms of getting ideas and opinions from everyone. It’s also a recorded way to develop ideas that everyone has access to instead of scrolling through old email threads and trying to find notes from meetings.

Collaborate and organize in a digital workspace

Since ecommerce teamwork is integrated between development, design, marketing, and sales tasks, it’s important to organize everything so that everyone is working towards the same goal on the same schedule.

Many teams, despite being in the same physical office location , are still relying on old ways to work together that are ineffective. Internal email is a huge waste of time and an easy way to exclude team members from important information.

Instead of relying on outdated processes, try Hibox to organize and work together. Hibox is an all-in-one digital wordspace that gives your team company chat, task management, file sharing, and video calls to work together as efficiently as possible. You can create and assign tasks in organized chat streams and see them all in order in your teams task calendar everyone has access to. It’s easy to see how all work comes together across all departments this way!

A well managed, agile ecommerce team can outperform even some of the biggest competitors online by working smarter, not harder.

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