How to Successfully Align Sales & Marketing?
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Did you know that companies that align sales and marketing close 38% more deals?
In any business, two essential teams need to be on the same page – sales and marketing. It’s no wonder, then, that so many organizations are striving to achieve this goal.
When these teams are out of alignment, it can lead to serious problems in a company.
But what is sales and marketing alignment, exactly? And how can you go about achieving it in your own business?
In this blog post, we’ll answer these questions and more. We’ll also share some tips on how to successfully align your sales and marketing teams.
So, read on for all the info you need to get started!
What is sales and marketing alignment?
Before we get into how to achieve sales and marketing alignment, let’s first define what it is.
In short, sales and marketing alignment is when these two teams are working together closely to reach common goals.
They align their strategies, processes, and metrics so that they can support each other and move towards the same objectives.
This might sound like a simple concept, but it’s actually quite complex. There are a lot of moving parts involved in getting sales and marketing to align.
This is why so many companies struggle with it – aligning these teams can be a real challenge.
But it’s worth it to put in the effort. After all, companies with aligned sales and marketing teams enjoy a number of benefits.
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Why do you need to align sales & marketing?
When it’s done right, sales-marketing alignment can be a game-changer for your business.
Here are just some of the benefits that you can enjoy:
- Better customer experience: When sales and marketing are working together, they can provide a better experience for customers through every stage of the sales process.
- More efficient lead generation: When sales and marketing are aligned, lead generation becomes more efficient. That’s because marketing knows what the sales department needs and can generate leads that are more likely to convert.
- Increased revenue: Perhaps the most important benefit of aligning sales and marketing is increased revenue. This is simply because aligned teams are more effective and can close more deals.
- Improved ROI: Companies with aligned sales and marketing teams also enjoy improved ROI. That’s because they’re able to better track their marketing spend and see a higher return on investment.
- Greater team productivity: When sales and marketing are working together, it leads to greater team productivity. By virtue of working together, they can avoid duplication of effort and make the most of their time.
- Reduced costs: Last but not least, aligned sales and marketing teams can help reduce costs. This goes hand in hand with the advantages mentioned above. When you’re able to track your marketing spend more effectively, you can save money in the long run.
Now that we’ve gone over some of the benefits of sales and marketing alignment, let’s take a look at how you can achieve it in your business.
7 tips to help you align sales and marketing:
Implementing an effective sales and marketing alignment strategy can be a challenge. But with the right approach, it’s definitely achievable.
Here are some tips to help you get started:
1. Define your lead criteria
The first step is to sit down with your sales and marketing teams and define what a qualified lead looks like.
This might seem like a no-brainer, but you’d be surprised how many companies don’t have a clear lead management process in place.
As a result, sales and marketing end up working with different criteria in mind, which can lead to misalignment further down the road.
By defining your lead criteria, you can ensure that everyone is on the same page and that leads are only being passed on to sales when they’re ready.
So take the time to define your lead criteria and make sure that everyone is on the same page.
Quick Tip 💡
Use lead scoring to rate your leads and help sales prioritize follow-ups. This will take some of the guesswork out of the lead management process and give you a more objective way to decide when a lead is ready to be passed on.
2. Create buyer personas
Another very crucial step is to create buyer personas. These are basically fictional characters that represent your ideal customer.
They should be based on real data and research, and they should take into account things like demographics, interests, pain points, and goals.
Creating buyer personas is important because it helps sales and marketing teams understand who they’re talking to.
It’s much easier to align your strategies when you have a clear idea of who you’re trying to reach.
3. Set shared goals
The next step is to sit down with both your sales and marketing teams and set some shared goals.
These might include objectives like increasing revenue, generating more leads, or improving customer satisfaction.
Make sure that these goals are S.M.A.R.T:
- Specific: The goals should be clear and concise.
- Measurable: They should be something that you can measure and track progress on.
- Achievable: The goals should be achievable and realistic.
- Relevant: The goals should be relevant to your company’s mission and vision.
- Timely: The goals should have a timeline attached to them so you can track progress.
4. Develop a content strategy
One of the best ways to align sales and marketing is to develop a content strategy.
This means creating content that is aligned with your buyer personas and that addresses their pain points.
It’s also important to make sure that your content is accessible to sales teams so they can use it when talking to prospects.
Quick Tip 💡
One of the many great ways to do this is to create a content library that sales can access and use as needed. Salespeople can use it as lead magnets, resources to send to prospects, or even as talking points during sales calls.
5. Implement a CRM system
Another very important step is to implement a CRM system.
A CRM (customer relationship management) is software that helps sales and marketing teams manage their relationships with customers and prospects.
You need CRMs to automate repetitive tasks, keep track of customer data, and measure performance.
But most importantly, a CRM system helps sales and marketing teams work together more effectively.
It gives them a shared database to work with, and it provides visibility into each other’s activities.
6. Implement lead nurturing
Lead nurturing is the process of developing relationships with leads that are not yet ready to buy.
It’s a crucial part of the sales funnel, and it’s important for aligning sales and marketing.
Due to marketing leads often needing more time to mature before they’re ready to be passed on to sales, lead nurturing ensures that leads are not lost in the cracks.
Quick Tip 💡
Use marketing automation to automate your lead nurturing process. This will help you save time and ensure that leads are being contacted at the right time.
7. Evaluate and adjust
Once you’ve implemented these tips, it’s important to take a step back and evaluate how things are going.
Are sales and marketing working together more effectively? Are you seeing results?
If not, don’t be afraid to adjust your approach. The most important thing is to keep communication open and keep working towards your shared goals.
LaGrowthMachine: A tool to align Sales and Marketing automatically
LaGrowthMachine is your vital ally in making sure you send the right leads at the right time.
By combining the automation with the manual settings, you can determine precisely which content to send to which prospect. And this is at any stage of your sales process.
Since LaGrowthMachine allows you to work on multi-channel outreach, you can explore various entry points, such as LinkedIn, Twitter, and/or Email.
Once your campaigns are launched, you have access to real-time campaign results. It becomes easy to measure the efficiency of your different channels and to evaluate the right channels to optimize.
Then, all you have to do is adapt your copywriting to turn your cold prospects into hot leads… and convert those into customers!
Alignment is the key to success!
It can be tough to figure out how everything should work together and it’s easy for things to get overlooked.
However, if you take the time to map out your sales and marketing process, you can avoid these pitfalls and create a well-oiled machine that drives leads and sales.
And if you want to take things one step further, consider using LaGrowthMachine to automate your sales and marketing outreach.
Have you ever tried creating a process map for your business? What tips would you add? Let us know in the comments below!