Sales and marketing alignment has been a long time dream for those trying to make a buck with their wits. Even though dynamic & evolving, both sales & marketing dates as far back as mankind existed. In layman’s terms, marketing refers to the activities that create a product & the avenue for its exchange while sales is offering the product at a price. Everyone has something or the other to sell. It’s said that in the olden days where there was no money, farmers who cultivated yams exchanged them for equivalent quantity of meat, clothing & whatever other people had. This is said to form a basis for explaining how sales & marketing had its origins. Sales and marketing alignment was never a problem then primarily because the ways of business was not as complex like now. But as time & technology has progressed sales and marketing alignment turned up to become a real damn issue, mainly due to mass production of goods during the industrial age. Sales guys started being taught that their only priority is quota attainment while marketers became the keepers of the brand, gurus of strategy & sages of creativity. But today the bloom is off & both teams stand naked on the plains of unpredictable revenue. Previously sales and marketing alignment was completely out of the picture as they were busy throwing jabs, right hooks & under the belt punches as they blamed each other for low growth numbers. Both teams are now realizing that the real fight is about the customer. B2B sales & marketing leaders have now come to the conclusion that customer is their new boss who is calling the shots & it’s better to abandon the traditional charts, to invest in newer models, teams with new skill sets & flex their internal political clout to change how other departments treat customers. The buyer has changed more in the last 10 years that in the last 100 years. The modern buyer is in control by being digitally driven, socially connected & mobile empowered with nearly unlimited access to information & people. This has led to the serious need of integration between sales and marketing teams. Which means it’s all about the customer that is driving sales and marketing alignment in today’s world. A proper sales and marketing alignment strategy can go a long way to help these teams work together to make the entire process as smooth as possible. Companies with poor sales and marketing alignment have a 4% revenue decline – Aberdeen Research Group
Sales and marketing alignment can help your company become 67% better at closing deals – Marketo
Best practices for sales and marketing alignment
Only 8% of companies have strong Sales and marketing alignment – Forrester ResearchIt’s critical for sales & marketing leaders to learn from the field and to apply it across the entire team. Sales and marketing alignment is essential for producing content that enables the buyer to make decisions quickly & thus improve the chances of closing deals. This can be made possible by:
Involving the C-suite
Maintaining an open line of communication.
Establishing Service Level Agreement (SLA).
Keeping the customer in mind.
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End gameCompanies with strong sales and marketing alignment achieve a 20% annual growth rate – Aberdeen Research Group Finally sales and marketing alignment comes down to one shared goal: Revenue that is delivered every quarter. But you should never forget to have fun & get to know each other as people. This will help to build trust among team members & ensure that people feel comfortable while leaning on each other for support. Also read on: JOURNEY FROM RAW DATA TO ACTIONABLE INSIGHTS & BOOST YOUR LEAD ENGAGEMENT WITH THESE TWEAKS