Admin Jan 4th, 2021
Despite the years of emphasis, and a desire to change the organizations have realized that the buying behavior has changed. Marketing now must own a significant portion of a buying process and to achieve this goal, sales and marketing are working in a coordinated effort in aligned organizations.
“Sales need marketing now more than ever” due to demanding single buyer experience.
Impressive results have been seen when sales and marketing collaborate effectively. Have a look at these sales and marketing alignment statistics:
a. 209% stronger contribution to revenue from marketing-generated leads (Marketo)
b. Organizations with tightly aligned sales and marketing functions experience 36% higher customer retention rates and 38% higher sales win rates (MarketingProfs)
c. 108% better lead acceptance (Marketo)
Consider these if you are ready to move into the new era of sales and marketing to drive revenue streams for your organization
For a stronger relationship for both sales and marketing departments, finding a common ground should be a priority to achieve the overall organization’s goal.
Regular Meetings – In order to have a smooth process and support sales successfully, it is important to understand and share the resources, processes, and best practices from the start. With a large sales team, holding a monthly meeting can set the right expectations
Attend Events Together – Be it an industry meetup, conference meeting, or a happy hour, attending an event together provides you with an opportunity to know more about the sales department.
Thinking about it, sales and marketing share the same goal of driving revenue by winning customers and increasing their lifetime value. Though the key performance indicators are different, the two workarounds to achieve the organization’s overall goal by revenue and increasing website traffic for leads.
Marketing is in charge to deliver the right snippets to the buyers 75% journey and the remaining 25% is responsible for delivering these stories to the buyer journey which goes through sales. For this ABM i.e., Account-Based Marketing is the best opinion where marketing is to create targeting assets and sales to use those assets to drive new engagement, new sales opportunities, and new contacts. Real-time qualitative feedback to marketing from sales can add to the overall performance of the team.
Where the marketing team tends to have long-term goals for building a strong brand and generating leads, the sales team tend to have monthly and quarterly short-term goals. Aligning the two around one revenue goal or the number of leads will ensure to be on the same page.
Detailed understanding and mapping the journey of target buyers and their persona will differentiate you from the competition. Understanding and identifying your prospect’s motivations and pains can help you go for the right approach that will meet their needs. The buyer persona should contain five key elements including the buyer’s role in the organization, demographics, priorities, challenges, and the buyer’s objective.
Building thought leadership content should be a major focus to target the buyer. Brainstorming and collaborating on content and campaigns will support the sales and provide value to the customers as they know what problems they are looking to solve.
A short brainstorm session at a sales meeting where what would they like to share more with their prospects and attract more leads can be worked together
A shared Google spreadsheet to collect ideas and certain references for content creation can be shared for content creation
Sitting next to the sales team for a shadow call can turn into a great learning experience for content creation and follow-up-emails
An active salesperson on social media can make another mileage for the organization
Yes, using the right tool is important. Aligning sales and marketing without a CRM or a marketing automation platform is not possible. That does not mean they have to be the same technology. Define your requirements before you go all-in. The right decision can make it easy for the team to start using the technology.
Nurturing your leads until they become a win is something we miss on. We are so focused on generating high-quality leads that we forget once we achieve them. Nurturing your leads can be done in many ways where marketers can help in making content various lifecycle stages of a buyer and his behavior. Having a strong email marketing strategy is one of the gateways to the next lifecycle stage of a transition.
The most important thing in sales and marketing alignment is they should tell the same story from beginning to end and vice versa. The goal should be to support the two in visualizing the buying process and behavior in a holistic way.
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