Sales and marketing alignment—it’s a topic we’ve covered countless times. And, as hard as we try to move on to different subject matter, alignment continues to be an area that many businesses struggle with. In fact, according to a recent study, 90% of marketers say that lack of sales and marketing alignment keeps them from reaching their marketing objectives (source).
So, before you click away, today’s sales and marketing alignment tips are brand new. Keep reading.
What is sales and marketing alignment?
For those who aren’t familiar, sales and marketing alignment is a state of agreement between sales and marketing teams where they share common goals, strategies, and success metrics. When companies achieve alignment, the results are impressive. Consider these statistics:
- Companies with strong sales and marketing alignment achieve 20% annual growth rate. Companies with poor sales and marketing alignment have a 4% revenue decline (source).
- Sales and marketing alignment can generate 209% more revenue from marketing (source).
- When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates (source).
5 Tips for Sales and Marketing Alignment
Aside from the obvious alignment tactics—regular meetings, standardized metrics, and open communication—there are other ways to facilitate sales and marketing alignment. Check out the following tips to learn more:
1. Include sales in content creation.
Demand generation and sales training teams report the least alignment around asset/content development (source).
The sales team is on the front line, they know your customer better than anyone else. They understand the buyer’s problems, the current state of the industry, trending topics, and common complaints. Leverage this knowledge by incorporating sales into the content creation process.
Meet with sales regularly to brainstorm new ideas. Doing so will keep content fresh and relevant to your prospects. Consider ghost writing content to publish on your sales rep’s personal networks to leverage their existing connections.
2. Organize your sales enablement content.
Did you know 65% of sales reps say they can’t find content to send to prospects (source)? Make sure sales enablement content is organized within a centralized location and that all sales reps can access it.
If you struggle with content management, consider investing in an asset management tool. Asset management tools organize content into a library into easily navigable categories. In fact, many of these tools can even recommend pieces of content to sales people based on a prospect’s behavior or habits.
More advanced asset management systems can monitor content usage, which provides valuable insight into the types of content that are helpful during the buyer’s journey.
Also be sure to send out periodic updates to introduce new hires to your content catalogue. Include information about pieces that have been updated or added. It’s also important to get feedback from reps to make sure you whatever system you decide on works and is easy to use.
3. Create an email alias for each team.
When you’re working with big teams, it can be difficult to get everyone on the same page. Sure, a sales executive may know what marketing is up to, but does your newest sales rep know? Use email groups to make sure everyone is included in important communications. Use these aliases to send reports, test results, important updates, and more.
4. Be transparent about revenue and pipeline.
Forget the secrecy. If revenue and pipeline information is kept private, marketers won’t know if their efforts are paying off. And sales reps won’t understand what activities lead to success. Be clear about where leads come from, how well they convert, and how much revenue they contribute.
Consistently report on these numbers and be receptive to feedback about lead generation methods and sales follow up.
5. Celebrate success.
This may sound simple, but hear us out. When sales and marketing teams work together to reach shared goals it’s important to celebrate milestones as a singular team. This will reinforce a unified mentality. After all, sales wouldn’t exist without marketing and marketing wouldn’t exist without sales.
To start at the beginning and go back to sales and marketing alignment basics, check out the following articles:
- Three Expert Opinions on Sales and Marketing Alignment
- 20 Sales and Marketing Alignment Statistics
- Sales and Marketing Alignment a Q&A
- 3 Best Practices for Sales and Marketing Alignment
- 5 Actions to Foolproof Your Sales and Marketing Alignment Plan
- How to Improve Sales and Marketing Alignment at Events
- Lead Qualification: The Key To Sales and Marketing Alignment
Contact ZoomInfo today to learn how we can fuel your marketing campaigns and help facilitate alignment between your sales and marketing teams.
For more information about everything B2B sales and marketing, join us at the 2017 Growth Acceleration Summit. A two-day conference where B2B professionals come to network, learn, and obtain the tools needed to successfully grow and reach new heights. Use promo code BLOG2017 for a 10% discount.