Goals are meant to be achieved and it would be a false statement if we say that organizational goals are different from departmental goals.
You all have read somewhere about it.
Sales & marketing gurus keep reminding you that there is an alignment issue of sales and marketing in B2B companies.
For every small and midsize business, landing the biggest and most profitable account matters the most.
It helps them sustain their dream and grow the business in terms of revenue.
Sales and marketing always set their individual sail and drift apart from each other and the organizational goals too.
Getting that perfect sales and marketing alignment has always been a difficult job to do.
Established and growing companies are still struggling to do the same.
We are writing this article for business owners and managers.
The purpose is to understand and discuss the many ways of achieving alignment between sales and marketing.
In this article, we will cover:
As a business owner, you must try to find out what sets these two departments apart.
Let’s lay it out in front of you as a proper step.
Identifying the sales and marketing gaps is part of every businesses’ sales cycle and it can be done by identifying its root cause.
Here a few steps that you can follow for finding the root cause in yours.
Every business wants to improve their deal win/loss ratio.
It becomes very crucial for these business owners to understand and analyze their previous sales and marketing performance.
Doing so helps them see the outlines and points them towards the solution of getting rid of the gaps.
You can identify the crucial gap between sales and marketing with the following steps:
Finding out the strategic gaps between sales and marketing is more important.
These gaps create the void in the sales process and often are outside the control of the sales and marketing professionals.
We would suggest that you:
Customer feedbacks are your biggest weapon when it comes to unraveling the shortcomings of your sales process.
The first step towards a successful sales and marketing alignment is setting the strategy.
A strategy that makes them both work towards the equal revenue goal.
The simple thing to do here is:
Any team that has more than two individuals have more thoughts, ideas, and plans.
We are talking about two different departments here.
You must align your departments’ goals.
Create certain understanding and arrive at an agreement based on the business objectives.
Both teams must pursue organizational growth.
Businesses survive and excel based on the workflow they decide for their daily process.
In that same manner, you must create a workflow.
It must define the point at which a lead is generated until it is handed off to sales from marketing.
A proper textbook approach is sometimes beneficial for B2B companies.
Inquiry Generated →
MQL (marketing qualified lead) →
SAO (sales accepted opportunity) →
SQO (sales qualified opportunity) →
Deal Status (Closed/Won deal)
You can later evolve this process depending on the campaign feedback sales receives in the future.
A half-baked cake is equal to a half-convinced prospect.
It becomes crucial for you to define and decide when a lead must be handed over to sales.
Include information like
Determine the lead hand-off process
Resolve marketing and sales performance metrics.
For example, marketing delivers a certain number of qualified leads.
After this, sales must follow up on these qualified leads in a specific period; before they got cold.
Customer Intelligence has been cited as the key to successful prospecting by 74% of sales and marketing professionals
For marketing professionals, the potential customers are uncovered by understanding their
These criteria change on various demographics.
Some troubles are more concerning then minting money.
How do I manage my leads or what should I do to get my deals moving are such questions that every B2B business owner asks himself?
Pinpoint on the solution to that predominant problem makes you their best product supplier.
Find out the channels they are using and list down their online consumption habits.
Are they reading blogs, are they on the email newsletter list?
Online readers are generally researching for short-form yet interactive content.
But they even might want to delve deeper into your blogs for 1,000 words for finding answers to their problems, if your product is offering it to them.
You must know how marketing is luring or interacting with these consumers.
Problem #1: No set lead movement strategy between sales and marketing
Solution: Specialized strategy for finalizing B2B sales
Define the process from the moment a lead enters your sales process.
Techniques that marketers use are dynamic for your sales funnel.
Clearly define your strategy and process for
“Lead” has different definitions in marketing and sales, so you must make sure that they both understand it from a common perspective.
Problem #2: Quality Lead
Solution: Automation and filter
If the sales department wastes its time on bad leads, then it starts blaming marketing for the delay.
Have an automated process that
Analyze and clear out the ones who are looking for a solution, as your company offers, so that the sales team can follow up.
Include qualification questions and gradually outline your leads.
Check their movement through your sales process and keep checking when they subscribe to your content.
Problem #3: Dynamic Purchasing Cycles
Solution: Promote constant communication
Marketing and sales team must have an ongoing interaction.
It is crucial for them to maintain the lead numbers and for finalizing the sales and that is what will affect their economy.
Both the teams must analyze the consumer interest and reflect it in their reports.
This will help them notice a downfall in the clients’ interest in your product, they can quickly create and implement a plan and take countermeasures.
For B2B companies and startups alike, aligning sales and marketing does not have to be done from the scratch.
There are software and tools that have been developed to automate such tasks.
These tools provide you with crucial buyer information.
It can be used by the sales and marketing department alike for creating sales and marketing strategies.
Alignment between sales and marketing teams in B2B companies is a dynamic and never-ending process.
It is crucial for businesses as their growth and revenue depend on this alignment.
This process seems simple on paper, but it takes much of your time, energy and resources.
Salesmate is the best small business CRM has been intuitively designed to make all those arduous tasks go away and automate your business process.
Book a demo and find out how you can use our workflows for automating your sales and marketing process.
Sign up now and start focusing on the revenue growth without worrying about the sales and marketing misalignment.