A common issue in many B2B companies is the lack of collaboration and understanding between sales and marketing operations. Often, both departments continue to work at maximum capacity in order to drive company growth but fail to see where their goals and work intersect. Yet, when there exists alignment between the two, their ability to attract customers and successfully guide them through the sales funnel drastically improves.
In fact, research shows that companies focused on marketing and sales alignment are up to 67% better at closing deals. That means fostering a relationship between these two teams has huge potential.
For marketers, it’s important to understand that communicating with the sales team is crucial to accomplishing their overall company goal, to drive sales. After all, members of the sales team are the ones who have to get on the phone and talk to prospective customers and seal the deal. To do so, the sales team needs as much information as possible about the people/companies they are calling into, which is insight that marketers, who have been guiding and tracking consumers through the sales funnel, can easily provide. Likewise, the sales team can provide you, the marketer, with customer feedback and insights to strengthen your efforts.
Therefore, you should think of this relationship as a win-win situation. If we can equip our colleagues in the sales team with as much information as possible and keep them in the loop, you’ll both be able to do your jobs more efficiently and effectively. You’ll be able to see what works and what doesn’t and create a more seamless customer journey, leading to more conversions and an increase in ROI.
Are you unsure about where to start driving the alignment between your marketing and sales teams? Here are a few tips to make sure your marketing ops and sales teams stay in sync: