This is What Happens When You Align Sales and Marketing

Feb 21, 2018 | Lead Gen, Sales, Sales Leadership, Sales Management, Sales Relationships

You increase your sales.

Which is something most of us want to do. Unfortunately, there is misalignment between sales and marketing at most companies. Because of that, there are never enough leads to fill the pipeline full enough to hit or exceed quota.  

According to CSO Insights, only 54.6 percent of sales professionals produce enough revenue to meet their quota. There are many reasons but one of them is that they don’t have enough qualified leads.  

Ask Yourself

Is there a disconnect between your sales and marketing team when it comes to the definition of a lead?

Is your sales team leaving MQLs unanswered and complaining that those are not leads? 

Are your prospects still getting bombarded with marketing emails even though they are in conversations with your salespeople? 

Do your salespeople need more leads? 

If you answered yes to any of these questions, it may be an indication that your sales and marketing are not aligned. So, what should you do?  

Align Sales and Marketing in 3 Steps

Sales and marketing need to agree, align and collaborate. That means that they need to map out the buyer journey together and determine where their roles intersect now and where they could intersect more effectively. 

Step 1: Agree 

Agreeing on the definition of target market is critical. Once you have agreed on what type of companies you want to sell to, it is easy to figure out who the buyer personas are and build messaging that will be useful in every stage of the buying process.  

Step 2: Align 

The people you want to sell to, don’t know you exist yet. When sales and marketing align the messaging to build awareness, everyone has the right language to use when describing how you solve problems. If you have a great value proposition the messaging is built from that. That way marketing has great messaging for emails and social media and salespeople have great messaging to use when talking to prospects.  

Step 3: Collaborate 

Once people you want to sell to know you exist, you need to determine if they are interested. Both sales and marketing play a role here. Building a plan together leads to salespeople having more conversations with buyers. This is where the real magic happens. Our salespeople need to have more conversations with qualified buyers, that’s how we increase sales.  

Learn more about how to align your sales and marketing team! Watch our FREE webinar on the Sales Experts Channel. 

Alice Heiman

Alice Heiman

Alice is nationally known for her expertise in elevating sales to increase valuation for companies with a B2B complex sale that have exceptional growth potential. She’s originally, from the widely known Miller Heiman Group. Spending her time strategizing with CEOs and their leadership teams to build the strategies that find new business and grow existing accounts is her passion.  Her clients love her spirit and the way she energizes their sales organization.


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