Alignment of Sales and Marketing
Your opportunity for improving business performance and delivering sales goals
Aligning Sales and Marketing immediately impacts business performance
Historically sales and marketing have struggled to work well together, at great expense to many companies. Attempts to align sales and marketing were often met with disaccord as each department had different priorities and demands on their performance.
The disconnect between sales and marketing is so deeply ingrained that their arguments sound nearly clichéd at this point. Sales organisations constantly complain about not getting enough leads from marketing, often saying the ones they do get aren’t ready to buy. 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. These operational silos between sales and marketing can be found throughout every industry.
For CEOs, the problem with misaligned sales and marketing teams is the inefficient processes being created, ineffective campaigns being developed and ultimately wasting time creating content without a clear objective. Sales will negate marketing’s contribution as they see first hand the misalignment affecting the target customers. Companies with misaligned sales and marketing teams operating separately place themselves at a disadvantage.
Today, Sales and Marketing have the same goals: to deliver sales revenue
Sales and Marketing require careful management of these contributing factors:Aligning sales and marketing to the company strategy is vital for organisational success. A clear understanding of the company strategy, clarity, and agreement on the markets, products, customer profiles, motivations, and buyer journey needs to be synchronised between marketing and sales. A common understanding, terminology, and intent; is critical to the alignment process. The software requirements of both teams need to be considered and one solution identified. Parameters should be set in place that considers how it will be used by both teams to manage the buyer experience and deliver sales goals. The customer data will be central to all activities and is pivotal for the reporting requirements across both teams—the measurement of marketing ROI equally as important as the measurement of sales. It requires tasks to be completed such as:
- Understanding the new buyer behaviours in your specific industry
- Understanding buyers’ engagement through varying sales channels
- Creation of a documented sales plan outlining the right profile of customers to be acquired
- Identifying how to reach your target customers in more ways for demand generation
- Identifying gaps where customers will depart the buying process
- Developing robust plans to create a seamless experience for buyers
- Creating action plans to incorporate trends such as social media, latest web principles, and other traditional and non-traditional concepts to maintain engagement
- Improving the efficiency and effectiveness of your marketing to sales handover
- Creating feedback mechanisms for continual improvement.
How do we align sales and marketing?
- Aberdeen Group (UK) report it can lead to a 32% increase in year-over-year (YoY) revenue growth
- Wheelhouse Advisors (UK) report it can lead to a 208% growth in marketing produced revenue
- Marketing Profs (USA) can lead to 38% higher sales win rates