For too long, Sales and Marketing have been like Venus and Mars – siloed and disconnected, and often times at odds with each other in philosophy and goals. But for an organization to truly stimulate repeatable, predictable and sustainable revenue, Sales and Marketing must not only have alignment, they must have synergy, uniting around a single revenue cycle.
While these terms are thrown around like buzzwords, many business leaders find themselves wondering – what does Sales and Marketing Alignment actually mean, what does it look like, and more importantly, how does an organization achieve it?
Sales and Marketing Alignment occurs when marketing and sales teams completely unite around a single revenue cycle, dramatically improving marketing ROI, sales productivity, and, most importantly, top-line growth.
For almost a decade, The Pedowitz Group (TPG) has helped educate and enable our clients in this elusive but critical function. Here are nine characteristics that we often see in organizations that have achieved Sales and Marketing Alignment:
- Sales and marketing work together as one revenue team toward achieving shared revenue-oriented goals
- Both sales and marketing leaders routinely prioritize working in tandem to unify their organizations
- Both sales and marketing are doggedly customer-centric
- Both sales and marketing recognize the same unified lead lifecycle and process
- Both sales and marketing use a common revenue language
- Sales and Marketing use integrated or shared technologies
- Both sales and marketing are vested in each other’s success, because their success is one in the same
- Both sales and marketing are proactive in their relationship
- Both sales and marketing have goals and compensation tied to shared revenue metrics
Our Sales and Marketing Alignment Consulting services address all of the key attributes above by first benchmarking the current state of affairs and then crafting an alignment strategy and roadmap for your organization.
While no organization or solution is the same, we most often start with a series of interviews and a 1-2 day onsite workshop with both Sales and Marketing stakeholders. Discussion topics and activities cover:
- Key shared business and revenue goals
- Appropriate shared revenue responsibilities for Marketing
- A single set of shared lead definitions along a fully mapped lead lifecycle and funnel
- Appropriate lead handling protocols across orgs
- SLAs (Service Level Agreements)
- Collaborative strategic and tactical demand generation planning cycles
- Cross-team communication strategies and processes
- Necessary technology integrations or updates
- Key Sales enablement capabilities
- Reporting and attribution standards
- Change management plan
When working together, Marketing and Sales have the ability to increase the revenue cycle while cutting the cost of doing business at the same time. If these two sides of the same coin coordinate activities and better align themselves, they can optimize the average 30-40% of revenue that their company spends on them.
When activities between Sales and Marketing are synchronized, everybody wins.
Let us help you align your Marketing and Sales organizations today by using the contact us form to get started.
Read the related blog post: #1 predictor of Revenue Marketing success? Synergy with Sales