Sales and marketing alignment can help close 67% more leads, while a lack of it leads to a loss of 10% of your annual revenue. When faced with the choice of boosting your business or letting it stagnate, you need to look for ways to help sales and marketing work as one. However, it is not so easy to convince the two departments to sit down together and come up with a plan to achieve excellent communication and collaboration between the teams. Marketing would blame sales for ignoring leads generated by marketing activities, while sales would blame marketing for not providing better quality leads.
However, lead quality isn't the only bone of contention between the two. Lack of clarity in the activities of sales and marketing teams hurts alignment. Often sales don't know what marketing is working on and vice versa, or marketing doesn't understand how sales approach prospects. This can lead to employee data confusion and overlapping information, but with the right data, processes, and technology, your teams can regain the clarity they need to succeed together. In this article, we'll explore how you can break down the silos in your organization and use the right tools to skyrocket your business revenue in the months and years to come.
Before we dive into the specifics of sales and marketing alignment, let's start by defining what sales and marketing alignment is and why it's more important than ever in 2020 and beyond. What is Sales and Marketing Alignment? Sales and marketing alignment helps your marketing and sales teams define communication tools, strategies and goals to unify and optimize the conversion cycle. Sounds pretty abstract, right? In practice, sales and marketing alignment means working as a team, calling each other "us" not "them", and devising a strategy to convert more leads into customers.