Aligning sales and marketing teams has many impacts on a business. In the short-run, it will improve your lead generation and conversion strategies and in the long-run, it will increase the ROIs of your sales and marketing investments.
What happens when your sales and marketing teams are aligned
The benefits of sales and marketing alignment sound almost too good to be true, but we can assure you that there’s no magic at play here. It’s just the result of improved communication between two of your most important departments, which happen to be interdependent.
The real value of your business lies largely in the health and profitability of your sales pipeline. After all, the most wonderful product in the world will sit on a shelf collecting dust if it is not marketed effectively. Today’s global marketplace allows very little leeway for ineffective sales strategies. That being the case, what can you do to keep your product in the forefront of the minds of your customers? How can you ensure that your marketing message is on-point and that no sales opportunity falls through the proverbial tracks?
An essential component of lead management and CRM Software is its ability to customize your marketing message for each consumer who interacts with you at any touch point. It is no longer acceptable to simply center communication with leads around your product release calendar. As consumers become more and more immersed in the digital culture, paradoxically they expect a more personal customer experience. Consumer awareness of technologies available to capture information unique to them makes it imperative for a company to design marketing campaigns to more closely align with consumer expectations.
Wouldn’t it be nice if there were a marketing genie who could look at your current strategies and tell you exactly how many emails to send to prospective leads, how many social media channels to utilize, and exactly where and when to reach your target audience? Unfortunately, marketing genies simply do not exist.
The good news, however, is that you can find answers to these questions by utilizing marketing automation with CRM software. Before considering how that can be done, it may be good to discuss why this information is needed in the first place.
Your marketing automation platform may already be working wonders for your sales force. For instance, your team may be able to reach out to qualified leads at the right time, after they’ve been nurtured using marketing automation features. You may also be able to shorten the sales cycle by providing contacts the content and information they need to guide them through various buying stages.
A quarter of all B2B Fortune 500 companies use marketing automation for these benefits, but they’re just some of the ways marketing automation technology can help you manage your marketing efforts and equip your sales force for success. Here are three additional ways you can put your software to work so you can use the platform to its fullest:
What happens when sales and marketing departments don’t align? Business problems start to arise. Inadequate cross-departmental communication eventually leads to poor strategy planning and execution. Often, team members are not only unclear as to how they fit into the plan, they have little insight into their colleagues’ roles. If this sounds like your business, rest assured you’re not alone. According to Forrester Research, 92 percent of organizations have a marketing and sales alignment problem.
On the flip side of the coin, businesses that focus on sales and marketing alignment can experience up to a 20 percent growth in annual revenue while maximizing prospect engagement and profitability. So, how can you foster sales and marketing team alignment? By encouraging shared processes, collaboration and technology, you can help sales and marketing stakeholders reach alignment nirvana.
However, in order to make a lasting impact on your teams, you need to focus on changes in processes and perception. Here are three tips to ignite progress toward sales and marketing alignment: (more…)