Sales and marketing alignment is something we all hear about often, but the reality of achieving and even maintaining it is a tough nut to crack. 

Traditional Siloed Approach

I remember when I worked in a previous marketing role in an organisation which had very separate sales and marketing functions. The marketing teams were measured on the numbers of leads they generated and the sales worked towards revenue targets.

Our activity in the marketing department felt totally removed from the real world as we had no regular customer contact and little input from sales (apart from rejecting our leads, I don't blame them, it's pretty hard to know what language the customers talk when we were operating as separate entities!)

Embracing the Digital Buyer Journey

The world we operate in today means that the buyer journey is almost 100% digital, so the content we share and every digital touchpoint with customers and prospects has to be fine tuned in order to have any impact or engagement.

When the sales teams can feed back the customer insights and typical challenges they glean from their conversations, marketing can take this valuable information and use it to craft meaningful content. This content will help guide the buyer along their journey and also provides the sales teams with a ready pool of resources they can use to nurture their prospects and customers.

Sales & Marketing Alignment - Evidence to show it works!

Recent LinkedIn research found that businesses with strong sales and marketing alignment can achieve significant business growth:

  1. 67% more effective at closing deals
  2. Drive 208% more revenue as a result of their marketing efforts
  3. 58% more effective at retaining customers

Alignment in Action

Here's a useful infographic which shows how sales and marketing alignment can work together - like a game of ping-pong! 

Given the compelling statistics demonstrating the benefits of sales and marketing alignment, maybe the discussion should be whether the two functions can afford not to work collaboratively?