Sales and Marketing Alignment

Break Down Siloed Thinking and Get Sales and Marketing Leaders on the Same Page.

Sales and marketing teams share an ultimate goal: to generate revenue growth. But rarely do they share the same perspective or process for achieving it. This sales and marketing misalignment can cause frustration, finger-pointing and serious pipeline problems. Aligning sales and marketing efforts ensures a cohesive approach to achieving successful sales.

How We Get Results:

Finding Common Language to Align Sales

No two businesses define a lead the same way — because “lead” isn’t a catch-all term. It’s a set of criteria that determines whether a prospect is ready to buy, and both sales and marketing have to agree on what that means. We facilitate workshops to discuss these definitions and ensure both teams are speaking the same language. This includes defining marketing qualified leads and sales qualified leads.

Baseline Assessments

The first step toward sales and marketing alignment is simple: finding out where you stand. We determine both teams’ baselines with custom assessments and qualitative measures like interviews and focus groups. This helps identify the strengths and weaknesses in your sales process and marketing functions — and ultimately allows sales and marketing professionals to better coordinate their efforts.

Buyer Insights

Helping your teams understand each other is great. Helping them share an understanding of your buyer is growth. We have extensive experience developing buyer personas, mapping the customer journey and uncovering insights used to develop sales and marketing strategies. This shared knowledge of who your buyer is leads to more effective sales calls and improved customer retention. Additionally, these insights will allow you to create marketing content that resonates with your audience.

How We Can Help:

Market Definition and Sizing

We can help uncover your addressable market. From there, we’ll ensure your goals are achievable and realistic, and assist you in developing a market penetration strategy for the specific buyer types you sell to. Our account-based marketing approach helps you target the most valuable prospects, leading to higher sales and better results.

Marketing Leads and Demand Forecasting

A steady flow of qualified leads is one of every marketer’s biggest responsibilities. To help you get there, we start with the end goal in mind. We’ll map your revenue goal into a demand model, then calculate how many leads are needed at every stage to reach that goal. Using marketing automation tools, we streamline the lead generation process — bringing measurable results and staying aligned with your overall marketing strategy.

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SLA Development and Implementation

After defining a lead, it’s time to determine how to act on it. We’ll help you draft a service-level agreement (SLA) to define expectations for your teams. This holds marketing accountable for lead generation, sales accountable for follow-up and both teams accountable for revenue. This SLA helps in aligning sales and marketing efforts toward common goals.

Sales Team Tools and Support

We create tools that filter prospect data based on criteria you select into playbooks that support your sales reps and design quote and proposal generators that minimize manual effort. Our solutions also integrate sales enablement tactics to boost productivity and ensure your sales leaders have the resources they need.

Your Opportunity:

Aligning sales and marketing efforts can improve marketing-generated revenue by 208% on average.

Marketing Profs

You can achieve business growth by ensuring sales and marketing teams work seamlessly together. Foster better customer engagement and higher conversion rates from potential customers to long-term clients.

Ready to bring your sales and marketing teams together?

Let’s talk sales and marketing alignment