It’s a familiar dynamic heard throughout sales and marketing departments everywhere:
~ Sales: Marketing leads are of terrible quality
~ Marketing: Sales doesn’t work our leads
Many sales and marketing teams are at odds. Goals are set separately, and communication can be infrequent and unclear. The divisions between the departments are compounded by a lack of processes that invite collaboration and unity.
But we know that uniting sales and marketing teams is vital for revenue growth. According to Hubspot, companies with strong sales and marketing alignment receive 20% annual revenue growth.
How do we align two departments that so frequently struggle to integrate?
Marketing + Sales = Smarketing
Get your sales and marketing departments on the same team with a focus on alignment around your company goals. The marketing pipeline goals should reflect the sales quota goals, with clear visibility into the other department’s goals and progress.
United through a mutual goal: More revenue
The goal of a fully aligned sales and marketing team is increasing the overall revenue of the company. At the crux of alignment lays mutually agreeable goal setting. It requires both sales and marketing teams to link to numbers driven goals. Since sales departments are inherently numbers-driven, marketing teams can feed into these revenue-centric numerical goals with complimentary numeric lead generation targets.
Facilitating clear communication
True smarketing, a synergy between marketing and sales, is achieved through frequent and clear communication between the sales and marketing departments. This communication includes clear goals that are set together, with mutual accountability and insight into progress between the partnership as well as clarity in definition and communicative standards.
Achieving clarity in communication is no small task. Only 45% of businesses have an established company-wide definition of a sales-ready lead. What counts as a sales-ready lead needs to be defined and agreed upon within the departments as well as the handoff process between the buyer’s journey (marketing department’s responsibility) and the sales cycle (sales department’s responsibility.)