Marketing and sales alignment contributes to the continuous improvement of the organizations that implement it by reducing the possibilities of conflict of interest between both departments and, on the contrary, focusing their joint efforts on successfully closing more deals .
Companies with sales and marketing alignment close 67% more sales and generate up to 209% more revenue (Marketo).
We present 3 practices that will help facilitate the alignment of Marketing and Sales, thereby ensuring strategic results for your business, including the generation of profitable clients, better sales and higher income.
Smarketing, what is it and how to do it?
The main objective of smart marketing is to minimize conflicts between departments and establish common goals and objectives to ensure the quality of leads and thus the successful closing of a greater number of sales to grow the company .
To facilitate the process of aligning areas and teamwork, it is advisable to direct smarketing practices under three key axes :
Communication . For any integration process, the first step will have to be communication; encouraging constant dialogue and interaction between both departments, in order to ensure that the generation of contacts is cayman islands phone number data aligned with each of their objectives.
Motivation . It is important to keep the team up to date with the goals achieved together, as well as to arrange weekly or monthly meetings to recognize the efforts made and track the progress of each department.
Integration . The shared management of information is a pillar for the efficient consolidation of teamwork; one solution to achieve this is the unification of the software with which each area works, which also helps to reduce operating times and costs.
Highly aligned organizations average 32% annual growth, while their less aligned counterparts see a 7% decline (Aberdeen Group).
3 effective practices to align marketing and sales
Alignment will be the result of teamwork based on data or a data-driven approach, as well as effective communication between marketing and sales areas, so that they have common objectives, goals and responsibilities.
The following practices can help you consolidate the alignment process:
1. Growth strategy alignment workshops
Provide regular workshops where business growth leaders meet and allow employees to get involved in building the strategy to follow.
Ideally, all parties involved can actively participate in the design of the strategy , by delving into the definitions of the ideal client, the priorities of the growth strategy, and the areas of opportunity, so that the team is in tune.
In addition to opening a direct communication channel in an effective way to make evaluations and feedback regarding the work of each area with the strategy.
2. Share key information between areas
Establishing clear communication is essential to achieve smart marketing objectives , which is why both areas must use and understand the same jargon, language, metrics and analytics, which will facilitate teamwork.
For example, it is essential that the team understands the conversion funnel , both in sales and marketing , and similar concepts such as Top, Middle and Bottom of the funnel.
The objective of this practice is to convert the greatest number of opportunities into closed sales and new clients, which is only possible through relevant information shared in a timely manner between the areas.
Another example of this is marketing notifying you via alerts when a sales prospect entered your website, and sales sharing the revenue that was generated from a specific campaign or strategy.
3. Have joint and closed-loop indicators
In order for the process to flow properly, it is essential to unify indicators and criteria between areas. For example, in terms of lead management, the criteria under which a “qualified lead” is considered must be standardized.
Only 1 in 2 companies say Marketing and Sales have a formal definition of a qualified lead (Marketing Charts).
This way, marketing can commit to delivering qualified leads under common criteria, while sales can follow up more efficiently to convert them into customers.
It also allows you to improve the performance of both departments by facilitating the analysis of which marketing sources produce the most clients, or to understand how each piece of content you create contributes to closing clients.
78% measure alignment through revenue growth (LinkedIn).
At GrowX Agency we know the importance of integrating marketing and sales indicators , with the participation of both areas, in addition to generating a real marketing impact in terms of sales, which is why we help companies increase their web traffic, prospects and opportunities so that they translate into income .
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