- Marketing and sales need to work together
to get the job done, but more often than not, they don't.
90% of marketers say that lack of sales
and marketing alignment
keeps them from reaching their objectives.
Why does this happen?
Well, here are some of the different roles
and perspectives of marketing and sales.
Marketers and salespeople share the same objective,
to grow the business,
but each discipline contributes differently.
They have different ways of getting there.
Marketing plans and implements a comprehensive strategy,
targeting a broader population through multiple touchpoints.
Sales is a direct relationship between two parties,
either individuals or small groups.
Marketing analyzes data, research, customer insights,
market dynamics, competition, pricing,
and previous marketing efforts.
Sales is a more direct one-on-one approach
to convert prospects to customers by solving their problem.
Customers don't seek to buy something a company sells.
They seek what is of value to them.
Marketing sets that foundation.
Sales is the ultimate result of that marketing
and the deal closer.
If these differences seem clear, then what's the problem?
Well, only 36% of marketing leads
are followed up on by sales,
and less than 1/3 of leads passed to sales
convert to an order.
So you see the disconnect here. Why does this happen?
Some of the most common reasons are that they work in silos,
they don't share information or annual plans,
or they simply don't understand what each other's roles are,
but here's what you can do about it.
Obtain an executive sponsor, someone in the C-suite,
for the support you'll need
to bring about change and collaboration.
Define roles and responsibilities,
highlighting the value that each discipline adds.
It's like the saying good fences create good neighbors.
Collaborate during the annual planning process
including lead generation strategies
and how to measure success.
Share access to marketing automation
and customer relationship systems.
Create a disciplined feedback loop
to keep communication open
and understand what's working well
and what needs to be improved.
Create joint assignments or rotate jobs
so each has lived the other's life
and speaks the other's language.
Develop a shared point of view
about how customers make decisions
and how to engage customers at influential moments.
I know this is a long list of suggestions.
I've provided you with two exercise files
so you can prioritize the number one barrier
at your organization
and the number one best practice to overcome that barrier.
It'll be helpful for you to think this through
on your own first.
Then you might want to use this template
as an ideation tool with people at your company.
74% of best-in-class marketing organizations
have strong marketing and sales alignment.
Follow these best practices to overcome barriers
between marketing and sales
and attain your business objectives.