Play #049 Building Strong Sales and Marketing Alignment
Marketing + Sales = Success
Each week, I bring you battle tests, sales plays, and learning lessons from my experience as a Founder, VP of Sales, and my current role as the VP of Sales at Leadium where we help world-class B2B sales teams drive revenue through our done-for your top-of-funnel services.
Effective sales operations (sales ops) can improve alignment between your sales and marketing teams, ensuring both teams work toward the same objectives. By enhancing sales processes in your organization, you can bridge the gap between sales and marketing and improve productivity, performance, and profitability. Here are some ways to achieve this.
Create Shared Goals and KPIs
Create Shared Goals and KPIs
Sales and marketing teams traditionally have different goals. Sales reps spend their time selling products and closing deals for your business. Marketers increase product awareness, nurture prospects, and slowly move these potential customers through their funnels. Creating shared goals for both teams can enhance business growth.
Shared goals for sales and marketing might include:
Acquiring new customers and retaining existing ones
Improving lead quality
Also, establishing shared KPIs for sales and marketing will standardize how you measure success in your organization. These metrics might include:
Customer acquisition cost (CAC)
Optimize Communication and Feedback Loops
Sales and marketing teams often exist in silos, meaning they work independently from each other and rarely communicate. That can hinder productivity and stifle collaboration. Removing these silos is essential for effective sales operations. By providing both teams with a way to exchange information, sales reps and marketers can perform their jobs better.
Some ways to enhance communication between sales and marketing include:
Using messaging apps like Slack
Hosting joint meetings for sales and marketing teams
Creating a company culture that values honesty and transparency between departments
Also, increase feedback loops so team members can give and receive comments about their performance. Provide sales reps and marketers with regular feedback through appraisals and evaluations and allow them to share their thoughts and opinions via surveys and focus groups.
Encourage Collaboration Between Sales and Marketing
When teams collaborate on lead generation and nurturing, they can collectively improve lead quality and convert more prospects into customers. Sales reps and marketers should have access to channels that increase collaboration, such as:
Cloud technologies that let team members share files
Video conferencing tools that allow in-office and remote workers to exchange information
Project management software that helps teams track shared tasks and goals
Align Content and Messaging
Sales and marketing produce content that targets prospects at various touchpoints, such as blogs and social media posts. Ensuring this content is consistent can prevent mixed messaging in your campaigns and result in more unified external communications.
Creating a style guide or content briefs for sales reps and marketers will help your brand communicate more straightforward messages to customers. All content produced by team members should have the same tone and voice and reflect your organization's values and mission statement.
Use the Same Metrics
Sales and marketing teams carry out different functions. However, analyzing the same metrics will standardize how you measure performance across both departments, making it easier to pinpoint areas for improvement. For example, you can use measurements such as conversion and churn rates to determine how well sales reps and marketers do their jobs.
By tweaking sales operations, you can align sales and marketing teams and ensure both teams have a common objective. Measuring the same KPIs, optimizing collaboration, and improving communication between departments can bring sales reps and marketers closer together, benefiting your entire organization.