An alignment between sales and marketing inspires the competitive collaboration needed to develop consistent business growth that is scalable across the departments of the organization. In today’s episode of The Sales Evangelist, Donald is joined by Gregg Ames, CCO of Act-On Marketing Automation, to discuss his take on building a proper sales and marketing alignment.
Great solutions occur when sales and marketing stop acting as separate processes.
- Companies start fragmented. Sales and marketing do their things, but unifying the entire sales funnel leads to a guide for better messaging.
- People process information with technology, and that behavior has not shifted. That processing starts with an integrated flow between departments.
- Every company has good salespeople. But, when equipped with marketing to canvas a broader market, it brings more high-quality leads to allow a focus on later-stage selling.
- Sellers are (historically) not great at generating demand. Getting marketing to take this role will bring more revenue to the organization.
How sellers can help with the alignment:
- Many have seen some semblance of a unified sales and marketing process, and whether it’s through your ideal profile or not, you need to create feedback loops.
- People need to drive communication upstream; you can’t have the left and right hands be completely uncoordinated.
- Receiving constructive feedback is necessary to properly learn from past mistakes. However, it’s also critical for the company to invest in the seller’s knowledge.
- Everything starts with a proper ICP. If marketing leads aren’t converting sales, the team needs to reiterate their messaging or scoring methodology to prevent false positives.
Three implementation times for inter-departmental unification:
- When driving sales and marketing alignment, be prepared to plan and evolve your program. You have to access where you are in the organization and understand how it might change in the future.
- Marketing is no longer just art; it’s art and science. Build a repeatable, data-backed process to make decisions.
- Determine where deals stall and where wins are created – when you integrate the marketing stacks in the conversation, there’s data about site intent, nurture potential, and A/B testing to quality people more quickly.
Implementing as an Account Executive:
- Measure good metrics that hit proper revenue targets. However, it’s just as important to talk with your team and have earnest discussions about high-level ABM strategy.
- Initiate dialogues with peers to establish what will move the organization closer to the desired outcomes.
Gregg’s final takeaway? Embrace your marketing team because it’s much easier to win as a team when teams are properly aligned. Email Gregg at firstname.lastname@example.org or connect with him on LinkedIn for more interesting and relevant sales content.
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