You probably know most of the reasons that it makes sense to take the time and trouble to align your marketing department with your sales department, but let’s take a look at some recent research.
John Neeson, cofounder and managing director of SiriusDecisions, cited convincing data from one of the firm’s 2015 research studies:
- Cross-functional alignment* (which, unlike other growth factors such as market conditions, is wholly within the control of the organization), is responsible for between 5 percent and 36 percent of B2B growth.
- Organizations that maintain a focus on alignment achieve up to 19 percent faster revenue growth – and 15 percent higher profitability – than other companies.
And in one of Act-On’s own surveys:
- Misaligned firms were more than twice as likely to report sales and/or marketing budget cuts. Conversely, aligned organizations were 50% more likely to say they expect their budgets to increase. (Act-On Sales & Marketing Alignment Survey, 2015)
The SiriusDecisions study noted six factors necessary for improving alignment; shared…
- go-to-market approach;
- success measures;
- organizational alignment;
- common, integrated processes; and
The last four measures count on technology to one degree or another. If alignment is your goal, and you’re a Microsoft Dynamics user, consider adding a marketing automation system (yes, I’d suggest Act-On) to bolster alignment. As Matt Heinz, president of Heinz Marketing said:
In a nutshell, the only thing CRM systems do is organize your information. They don’t actually do anything. They keep track of your sales, but they don’t engage your prospects. That’s still up to you. They capture your sales process, but they don’t execute it. A good marketing automation system, on the other hand, proactively helps you. If set up and managed well, you can sit back and do nothing and the system will drop interested prospects in your lap … I don’t actually recommend someone choose one or the other. World-class sales and marketing organizations need both to succeed and scale.
Your Dynamics CRM helps you build strong relationships with your customers. Integrate it with Act-On, and you can transform every touch point pre-sale and post-sale – from the first flicker of interest to the closing of the customer lifecycle – into a marketing opportunity.