The Importance of Sales and Marketing Alignment
Have you ever called a potential client and after exchanging pleasantries, had this comment arise: “Hey, thanks for sending over that whitepaper on your recommended ‘product stack’, I haven’t read much of it yet, but it looks great so far,”? You haven’t sent this particular person anything that you can remember, and so now, trying not to sound stupid, you attempt to figure out what exactly was sent to your contact, and why. The conversation may not always be that pleasant, but rest assured, you’re not alone; the issue is persistent in many teams across most industries.
In order to effectively manage a prospects experience, in our “always on” world of sales and marketing, salespeople and marketers need to communicate. They need to approach each potential account with a plan to provide calls and materials in an effective way. While on the surface this may sound obvious, upon further inspection you’ll find that this can only be done through process and technology.
Traditionally, Marketing and Sales employees are not heavy technology users. As such, processes and technology to align sales and marketing must be implemented with a focus on ease of use and efficiency. Even still, the conversation usually goes something like, “We know you guys don’t enjoy doing this, but it’s important, so listen up.” But taking advantage of technology and integration can transform the way you engage with prospects and can directly benefit your revenue stream.
Tracking and measuring prospects and leads as they progress through the marketing and sales funnel helps businesses more effectively convert prospects into customers. The “magic”, if you will, of these teams working together is at it’s very core, a satisfied, unannoyed, prospect. Sales teams know when and how to talk to prospects at various stages in the buyers journey, and marketing provides them relevant, timely content. Overall, the prospect experiences a much more positive, consultative nurturing pathway.
Improving communication and work strategies between your previously misaligned Sales and Marketing teams provides one of the largest business performance improvements available. Getting two departments to “speak”, both literally and technologically, can be difficult, but the benefits far outweigh the costs.
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