[Updated November 3, 2023]
What benefits are there to sales and marketing alignment?
In B2B sales, the hand-off from marketing to sales is absolutely important. It needs to be smooth and efficient. When the process is clunky and done in a hurry, it is very easy for once-promising leads to turn stale. A number of sales force automation solutions have even been developed to make sure that this transfer is successful.
With that being said, sometimes, it’s not enough to just rely on sales enablement software for these crucial processes. In fact, the best thing that you can do is to go back to the basics—the collaboration between your sales and marketing teams. By making sure that you align the two departments in processes, goals, and strategies, you are likely to enjoy an improvement in your company’s performance!
By making sure that your sales team and marketing team are working hand in hand, you open yourself up to a number of opportunities. You’ll enjoy a number of benefits such as these!
- Clarify revenue goals
- Streamline activities
- Gain a better understanding of buyer behavior
- Create appropriate content
Clarify Revenue Goals
When the two departments work together more often, they’ll have a better understanding of the company’s revenue goals. In essence, sales and marketing have different metrics for success.
The marketing department focuses their efforts on attracting new prospects, creating content that will appeal to their target market, and answering the many inquiries that they get thanks to their digital presence among others.
The sales department, on the other hand, capitalizes on statistics. They rely heavily on the number of sales appointments set, the successes of lead generation activities, and of course, the rate at which they close deals.
Alone, the departments can and should do a decent job in implementing strategies to further their goals. But that won’t bring them much further. For them to achieve more than their goals, they have to work together.
By combining the efforts of sales and marketing, they also fuse their goals and metrics for success. It will be easier to monitor, there will be more variables to consider, and ultimately, more strategies can be enacted to further reach their revenue goals!
A bigger, clearer picture of their goal can provide a better understanding of what they should do and how they should achieve it.
Time is money. The more time you waste, the more money you lose. When companies spend more time than necessary reviewing information from sales and marketing separately, they waste valuable time and manpower. It is highly recommended that this is done as a single unit. It’s easier and faster since a collective with more brainpower will analyze them!
By introducing goals and processes that suit the needs of both the marketing and the sales department, their processes become cohesive, making it easier to achieve their goals!
An example of streamlining processes is keeping uniform profiles of your leads throughout both the marketing and sales processes. This eliminates inconsistencies and ensures that each department has more than enough information from two different perspectives!
You can also incorporate a sales demo environment that provides customers with early access to your product with interactive product tours and video demos without having to wait for a rep to have an opening in their calendar. This not only shortens the sales cycle but allows marketing to generate better leads by using these demo videos as a way to qualify leads.
By treating the marketing and sales processes as one cohesive effort, you can both avoid a lot of needless, unproductive activities, as well as have a better understanding of what your buyers want and need!
A Better Understanding of Buyer Behavior
Aside from knowing your buyer’s wants and needs, you’ll also recognize buying patterns easily. Naturally, you’ll have more information about your prospects when sales and marketing align. Because of that, you’ll have more behaviors and patterns to analyze.
One of the biggest issues that affect many buyers is the feeling of being handed off to the sales department rather quickly. This happens very early in the buyer’s journey. It can be disorienting and would usually be a turn-off for them.
When there’s a singular buying process, no such situations are bound to happen. This will let your company gain valuable insights about the buyer, including snippets of knowledge that you need to help close a sale
Create Appropriate Content
Proper alignment between the sales and marketing teams leads to the creation of better content, both in information and appeal. This content is then more likely to result in higher engagement rates. Inadequate content can become a problem for buyers. It can interfere with the decision making of buyers, especially when they’re presented too early or too late.
Aligning the marketing and sales process makes it easier to tailor materials to the buyer’s stage and needs. In fact, a clear map of the whole process can benefit your sales and marketing a lot!
The alignment of your sales and marketing team will do a world of good for your company. The marketing and sales processes are not meant to compete with each other. They are supposed to work hand in hand symbiotically, bringing better results for all of your efforts.
Sales force automation can help in achieving this holistic process with the help of some other sales enablement software! In particular, Consensus offers the tools you need to align your processes. Visit our website today and learn more about how we can help you!