It’s quite surprising that sales and marketing have not always been in alignment. Yet, they are two sides of the same coin. For any B2B organization to grow its revenue, aligning sales and marketing activities is important. However, sales and marketing alignment starts with having a good communication pattern across department lines and having a reliable strategy that works. So, in this article, you will learn some of the tips for better sales and marketing alignment.
In recent times, the sales and marketing process has been more data-driven. And that is because of the introduction of marketing software and sales automation tools.
More than ever, the marketing and sales team need to work together as one department to attract, inform, and retain the right customers. When these two departments are aligned, your business tends to be more successful.
So, here are tips for better sales and marketing alignment;
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#1. Create a Single Customer Journey
It’s easier to align your sales and marketing when you create a single customer journey. Ensure that there are no longer separate experiences for your prospects and customers.
There should only be one single brand experience. Try to make every activity from the awareness stage to the brand loyalty stage a single experience. This makes it easier to track prospects throughout the entire funnel.
However, you may find it challenging to get a holistic view of your customer when creating a single customer experience. That is why it’s crucial to leverage technologies for your sales and marketing alignment.
The best technologies you can use for sales and marketing alignment are CRM software, email marketing technology, analytics tools, and marketing automation.
You can also use content calendaring/workflow software, digital asset management, sales enablement platform, Artificial intelligence, etc.
When you use CRM software, for instance, it gives you a 360-degree view of your customers. And with all your customer data in one place, you and your team can act more decisively and deliver exceptional values to your prospect in their journey.
With the right technologies and system, you will bridge the gap between gathering marketing data about prospects and their conversion process.
#2. Agree on Customer Persona
Agreeing on customer persona is one of the most effective tips for better sales and marketing alignment. You can’t align these two activities if you don’t know your customer avatar.
If your sales and marketing team don’t agree on their ideal customers, it could lead to ineffective strategies. When this happens, your marketing and sales team may be disconnected.
But this possible disconnection between these two units can be avoided if both sales and marketing agree on a customer profile.
Your customer profile will help the sales and marketing team know their ideal customers based on factors like the company’s size, industry, and experience.
When there’s an alignment between sales and marketing, you can better understand your ideal customer, needs, and biggest challenges.
There’s no way you can understand your ideal customer’s needs if you don’t understand what they are currently facing. And this explains why most companies find it challenging to acquire and onboard potential customers.
Your ideal customer persona should be a well-crafted document with the input of both the marketing and sales team. Both teams should brainstorm the document and ensure that everybody understands its content.
#3. Use a Marketing First Approach
Misalignment between your sales and marketing may affect your company’s growth. How would you feel if your marketing team is creating a campaign targeting one group of customers and your sales team is cold calling or emailing a different group of customers?
You may think it’s a perfect strategy. But over time, misalignment can negatively impact your reputation and affect sales drastically.
But when sales and marketing teams are working together, they always use a marketing first approach. It’s one of the tips for better sales and marketing alignment.
Using a marketing first approach requires the marketing team to target prospects with specific problems, build a relationship with them, and show them how to solve their problem.
In a marketing first approach, the marketing team nurtures and warm up a new lead by discussing the product values, features, and benefits.
And when the lead seems promising and interested in your product, the sales team will use a different strategy to convince the lead better and close the deal.
#4. Track Joints KPIs
Tracking joint KPIs is one of the tips for better sales and marketing alignment. Before now, sales and marketing were measured separately, making it more challenging to align the two activities.
Perhaps, that is because their KPIs are entirely different. While sales KPI measures new accounts, deals closed, and contract renewal, marketing KPI measures lead quantity, quality, and brand awareness.
But one of the best ways to synchronize your sales and marketing activities is to have joint KPIs for them. With this, the two teams will unite under one common goal.
When the sales and marketing teams have a common goal, there will be synergy behind their work. It makes it easier to evaluate your business performance in the area of sales and marketing.
When your marketing and sales teams have a joint KPI, you can detect and fix issues in your customer acquisition funnels.
So, try to have joint meetings with the marketing and sales teams; marketers and salespeople will brainstorm and agree on key performance indicators during such sessions.