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In the not-so-distant past, it was fairly common to see an executive with the title of ‘VP of Sales and Marketing’. Today sales and marketing functions have differentiated to the point where they need to be split into two disciplines. With this separation comes accountability for each team to meet its own goals, making it more and more difficult to establish and maintain a collaborative relationship.

But competition between sales and marketing makes little sense. The success of each function is closely linked to the success of the other. So, how can you instill a culture of collaboration within your organization to ensure your sales and marketing teams are in alignment?

Banish the idea of one team serving the other

It can be far too easy for sales and marketing teams to think the other exists to serve their needs. This simple fact is that these departments must work together to meet their revenue goals. As a sales leader, actively support the success of your marketing counterparts and encourage your team to do the same.

Develop communication standards

Another way to help align sales and marketing is to structure communication and feedback. An easy way to do this is to set up monthly sales and marketing alignment meetings. These meetings will help both teams get insight into upcoming initiatives, share operational updates and share customer feedback.

Have a shared KPI framework

For true sales and marketing alignment, processes and goals need to be a shared responsibility. Establishing a shared KPI framework will let you test assumptions and determine which metrics are contributing to your success.

The Science Behind Sales Analytics

The alignment of sales and marketing is a crucial first step in any sales optimization process. And we understand it can be a daunting one. To help you get started, we’ve published a new eBook that discusses the various stages and cycles of sales optimization. Download the Sales Optimization Toolkit: The Science Behind Sales Analytics today.

Last update: August 11, 2016

The success of sales and marketing organizations are closely linked, and aligning them is the crucial first step in any sales optimization process.

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