Aligning Sales and Marketing

Increase marketing effectiveness and ROI, create sales-ready leads, increase buyers and deliver sales goals

Aligning Sales and Marketing positively impacts business performance

Historically, sales and marketing have struggled to work well together at great expense to the company. Attempts to align sales and marketing were often met with disaccord as each department has different priorities and demands on their performance. Often, companies try to operate with dated practices not aligned with the modern buyer process.

The disconnect between sales and marketing is so deeply ingrained that their arguments sound nearly clichéd at this point. Sales organisations constantly complain about insufficient or low-quality leads from marketing. And vice versa: marketing organisations argue that passing their leads to sales is the equivalent of consigning them to a black hole—with no visibility, feedback, or measurable return on investment.

As your company grows, silos naturally form, creating friction across your go-to-market team.

For CEOs, the problem with misaligned sales and marketing teams creates:

High costs associated with lead generation by marketing or maybe no lead generation
Poor quality tools used by marketing delivering low-quality campaigns
Low ROI on marketing spending
Ineffective lead follow-up by sales due to lead quality issues
Low-quality inbound enquiries being generated to the business
High costs for outbound calling for lead generation by salespeople
Dated processes that are ineffective in today’s market
Fluctuations in sales numbers being delivered

Companies with misaligned sales and marketing teams operating separately are disadvantaged financially and competitively.

Aligning sales and marketing assists in improved lead quality, higher win rates, operational efficiencies removing unnecessary costs. The right buyers are attracted to the business building a robust customer base for the company.

Aligning sales and marketing is no longer a suggestion; it is a requirement.

How do we align sales and marketing?

Sales Focus Advisory assists companies by reviewing their sales and marketing departments to develop a clear roadmap of improvements and alignment required.

We work with marketing teams to develop the right disciplines, processes and tools to deliver fully aligned qualified leads for sales. We set marketing goals for output required by sales to deliver their number. We ensure everyone is focused on the same goals, delivery requirements, and measurements are in place for quality decision-making to maintain the alignment. We deliver outcomes for your company in shorter time frames.

If you would like to start exploring aligning sales and marketing, please book a meeting to discuss your specific situation.