With alignment between your sales and marketing teams, your organization can experience efficient growth. Let's look at a few common problems that tighter alignment can solve.
Just because you have a giant maze of data in your organization does not mean it'll deliver helpful insights. With better alignment between marketing and sales, you can centralize your data technology to get more cohesive insights that both teams can reference!
Buyer personas are just as valuable to your sales reps as they are to your marketing staff. Having the right buyer persona can tell your sales staff who they are selling to and how they can help them. Alignment can reduce inaccuracy when creating buyer personas, keeping both teams on the same page.
Demonstrating ROI for Marketing
It can be difficult to demonstrate ROI when your two teams are working separately. If a marketing team can't prove that their asset had a significant influence on a deal, it can be challenging to understand where investments are most optimal. With optimized sales and marketing alignment, both teams will have a more transparent view of how their actions are impacting ROI.
Now that you understand how sales and marketing alignment can solve significant issues within your organization, let's look at a few best practices to achieve this type of alignment.
Having your sales and marketing teams meet regularly will make ensure that neither team is working with blinders on. It is essential that teams refrain from creating go-to sales and marketing strategies independently!
When sales and marketing teams come together, they can gain a better understanding of the current market, what customers are looking for, and how your organization can address critical problems. Schedule sessions regularly or host off-site team leadership meetings, making sure everyone can gather in a physical or digital space so that they can brainstorm with one another.
Statistics show that 65% of marketing content never gets utilized by sales teams. One of the significant factors of this statistic is poor alignment strategies. Marketing teams will create, develop, and deliver sales assets without getting any input from the actual sales team. As a result, the content made by these marketers doesn't often meet the needs of salespeople or positively impact deals. Having coordination between these two teams will allow salespeople to provide input for future marketing strategies.
Having content for every step of the sales pipeline is a great way to solidify alignment. Content that meets the needs of salespeople will likely result in increased adoption of marketing content. Salespeople will feel more comfortable with using marketing material, and your marketing team won't have to deal with as many one-off requests and wasted hours of work!
One of the biggest challenges that organizations face when it comes to sales and marketing alignment is tracking joint KPIs. Often, KPIs are measured differently by each team. Sales teams track their KPIs based on numbers, such as contract renewals, deals closed, or new accounts. On the other hand, marketing teams will often measure KPIs based on qualities like brand awareness or lead generation.
When you measure joint KPIs, you help your teams unite under common goals. Using joint KPIs provides energy in the workflow and analysis phases of your business. Plus, you'll be able to use the KPIs in the unified marketing funnel that we talked about earlier to detect any weak areas throughout.
Aligning your sales and marketing teams is one of the best ways to scale your business upward. When you combine these two departments into a unified "smarketing" department, it becomes easier to explore new business opportunities, optimize the strategies of your sales and marketing teams, and uncover helpful insights!
When you utilize a wholly aligned sales and marketing department, you put yourself in a position to draw out the most value from your potential customers and prospects.
Acadia LMS is a top-rated marketing partner for industrial manufacturers. Get started on your journey to greater organizational alignment today by contacting us for a free consultation!