There is a major problem plaguing many companies today – lack of sales & marketing alignment. A recent Forrester Research study reports that only 8% of B2B companies said they have tight alignment between sales and marketing. This lack of alignment between sales and marketing can be the biggest obstacle in a company to offering the best prospect-friendly processes for shorter buy cycles and increase revenue growth. But with so many technologies and processes available to help this problem, B2B companies that find themselves in the 92% of misaligned departments finally have a solution to this common challenge – if they are willing to change their strategy focus.
To be truly effective at sales and marketing alignment, initiatives must be focused around the customer’s buying decision process and NOT a company’s internal sales and marketing process. Getting both departments to focus on developing a common shared understanding of WHO their most valued customers and prospects are and – perhaps more importantly – the HOW and WHY behind their motivations to buy is the way to get everyone working on the same page and ultimately fosters sales enablement efficiency.
With this in mind, here are three easy steps to take in making sales and marketing alignment a reality for your organization:
Develop Prospect Profiles
Develop profiles of your ideal prospects so you have a clear understanding of WHO you’re both targeting and whether they are even the same. Developing this common understanding will create an environment for strategy development to market and sell to these prospects effectively.
Map Prospect Buy Cycles
Understanding the motivations, key phases and milestones in your prospects’ buying process will help a company map WHEN it is most critical to have conversations with prospects and WHAT information they need to get during those engagements. Sales enablement platforms, like RO Innovation Enablement, can help marketing build templates with the right content so sales can quickly deploy them and prospects get the right information at the right time during their buy cycle.
Track & Report
Use a sales enablement technology platform to track the usage of marketing collateral and spotlights, as well as get instant alerts on prospect behavior and engagement with sent materials for more measurable activity and ROI calculations. The optimal sales enablement technology will also promote a common understanding of prospects buy cycles and behaviors for more efficient sales cycles and greater degrees of alignment.
Aligning messaging/content, strategies and execution of sales and marketing tasks can be a significant challenge. While these elements are absolutely necessary to achieve overall organizational objectives, it’s no easy task. Have a conversation with the experts at RO Innovation about the ways our sales enablement platform can help overcome sales and marketing alignment challenges. Learn more about sales and marketing alignment strategies using sales enablement by downloading our most recent article now.