Aligning Marketing for Better Business

September 23, 2016

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Any successful business professional can tell you that marketing and sales go hand in hand. Since attracting new clientele is largely dependent on marketing efforts, the sales and marketing teams need to work together to make sure leads convert into clients.

Alignment marketing, today’s top buzzword sometimes referred to as Smarketing, is the synergy between a company's sales and marketing departments.This combined effort results in greater efficiency and enhanced profitability. Some companies are even going as far as redesigning their office to embrace an open concept structure, and it’s no wonder why. Best-in-class companies that aligned sales and marketing experienced an average of 20 percent growth in annual revenue.

Below are four tactics that will help your business develop the mindset, strategy, and process to align marketing and sales.


1) Strategy: Align Leadership/Teams and Meet Regularly

Executive buy-in is key to aligning sales and marketing teams successfully. When leaders value the process, they help foster creativity, collaboration, and innovation among all members of the team. It is in this kind of environment where the sales and marketing machine thrives. When all levels of sales and marketing teams understand the strategy and processes involved, the business is far more likely to be successful.

2) Measurement: Agree on a Common Set of Goals

Traditional marketing metrics include brand awareness, generating qualified leads, and even vanity metrics such as likes, shares, and retweets. Traditional sales goals include monthly or quarterly quotas and solving customer’s problems.

3) Insights: Use Sales in Content Creation Process

When it comes to your content creation process, marketers shouldn’t be the only people generating topics. Sales teams are in touch with buyers on a day-to-day basis. Therefore, they have valuable insights and perspectives that can be sliced and diced into various content assets — daily blogs, e-books, infographics, or white papers. Involvement in the content process also allows sales professionals to bolster their expertise online, improving visibility as a trusted authority in front of buyers.

4) Culture: Team Building

Last but not least, no matter the size of your organization, team building is essential for increased motivation and performance. Team lunches, celebrations, and gatherings outside the office help build trust among team members and ensure that people feel comfortable leaning on each other for support.

The bottom line: collaboration and cooperation between sales and marketing directly results in peak performance. If your teams are isolated, it’s time to break down the walls and get everyone together. After all, teamwork makes the dream work.

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