Imagine a relay race where two of your team members are running the opposite way.
That’s what a lot of B2B business mexico phone number search look like when it comes to marketing to sales handoffs.
Just 30% of organizations say their sales and marketing teams are effectively aligned, and over a quarter of sales leaders say alignment is a top priority.1
But most are still not quite sure what true alignment looks like – let alone how to achieve it.
This guide offers you a comprehensive guide to understand what sales and marketing alignment really is and ensure your teams win every race.
Expect to learn:
What research finds is the single most effective way of ensuring alignment
Why up to 70% of B2B content is completely wasted
How poor alignment leads to 56% of MQLs being dismissed “not a good fit”2
marketing and sales team alignment - properexpression
Understanding the Problem: Why Marketing and Sales Alignment is Important
What Is Sales and Marketing Alignment?
Sales and marketing may be separate departments with different skills, but their overarching goal is the same: to drive revenue for the business. This is important because B2B sales cycles have changed a lot in recent years. Buyers often “loop back” to earlier phases of the funnel, meaning they might interact with marketing, then sales, then marketing again – before finally moving into serious discussions about a deal.
Sales and marketing alignment is all about ensuring the messages and service that buyers receive are consistent across every stage of the funnel and that the two departments work towards their shared goal. In practice, that means having processes, KPIs and customer-facing narratives that cohere and enable the two departments to collaborate seamlessly.
Common Misconceptions Around Alignment
Sales and marketing alignment has become a key talking point in B2B over the last few years, but this has created much confusion about what it actually is. To be clear, sales and marketing is not:
Telling marketing that “Sales is your customer”
Promoting your best salesperson to “Head of sales and marketing”
Hiring expensive consultants to tell you “Marketing and sales should collaborate more”
Creating long reports on the failures of both departments to support the other
No: Sales and marketing alignment is an ongoing process based upon shared goals and a sense of equality between the two departments that leads to concrete changes – and produces some very impressive results.
