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Why Sales and Marketing Alignment is Necessary for Growth, and 5 ways to Make it Happen

Posted by Hannah Lindstadt
on Feb 22, 2017 8:15:15 AM

Why Sales and Marketing Alignment is Necessary for Growth, and 5 Changes to Make it Happen

Sales and marketing are two different sides of the same egg... both teams are focused on offering value and solutions to prospects in order to close deals. Marketing has traditionally always focused on prospecting at the top of the funnel, and sales on negotiating and closing deals, but growth-focused companies are realizingthat the two teams are much more powerful when they work closely together.

 

Studies show that sales reps are able to close 25% of the leads that come from marketing materials, and only 1.5% of leads that come directly to sales without marketing priming. When sales and marketing share insight and shift for transparency and mutual collaboration, they can transform their buyer's experience and maximize their conversions. So if you’re looking to align your sales and marketing teams, be sure to continue reading and implement the following 5 changes:


Tip 1: Make sure everyone has a clear understanding of their role

From top management down, everyone must be aware of the importance of a symbiotic relationship between the two teams, and understand their role. Marketing will still focus on filling the top of the funnel by developing compelling inbound and outbound content that supports the sales team’s efforts. Sales will focus on nurturing and closing deals with warm leads moved further down the funnel by Marketing, and consistently carry on the messaging and value adds defined by both teams. 


 Tip 2: Align your messaging regularly

All marketing messaging should be designed with the specific purpose of helping sales educate prospects throughout the entire buyer’s journey. The goal of every white paper, email, call campaign, landing page, and CTA, should be based on the feedback, push back, and pain points that your sales team has identified during their interactions with prospects.

 

Tip 3: Schedule weekly and monthly joint meetings

In order to align messaging, both Sales and Marketing teams need time to meet, brainstorm, ask questions, and be aware of the success and failures of current strategies. Weekly and monthly meetings should be used to allow everyone to evaluate what’s working, what isn’t, and to share insight.

 

Tip 4: Review client conversions and deals together

Sales knows their deals like the back of their hand. They know their buyer persona’s needs, objections, and questions, because they are the ones on the phone with prospects when they finally convert or bow out. Marketing on the other hand, is often disconnected from the lower end of the sales funnel, and consequently doesn’t have a clear picture of what solutions or information customers are actually searching for. In order to build accurate buyer personas and correctly target messaging, marketing needs to sit next to the sales team and review their deals, both lost and won, to learn who their ideal customer is, and quickly course correct if there is a specific stage of the buyer’s journey in which deals are getting lost.

 

Tip 5: Provide a shared CRM and CMS environment

For a complete picture of each prospect's journey through the sales and marketing funnel, you need to build a shared CRM and CMS environment that both teams can access and monitor. Sales and marketing are increasingly data-driven processes, and high-performing sales teams are 2.8 times more likely to be successfully leveraging automation and analytics. With a shared CRM and CMS environment, both teams are able to instantly access the same data, monitor results, track conversions, and maintain a holistic view of the entire sales funnel from top to bottom.  

 

Check out how threading priming calls into email outreach within your CRM can super charge results for your sales and marketing teams!

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Topics: Sales Development

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