For any size businesses, sales and marketing alignment is key for growth. Businesses face a lot of challenges when it comes to having sales and marketing work together as one team.
The lack of a collaborative means to define which leads are appropriate to continue to nurture and which of them are ready for a purchase causes business to leave a lot of money on the table.
This is why you need your sales and marketing people to work together.
What are some of the great challenges of aligning sales and marketing?
The following are some of the main reasons why it’s hard for some small businesses to align their sales and marketing people.
- Broken processes,
- Different metrics for measurement
To manage your leads effectively, you need a collaborative effort of your sales and marketing people.
When sales and marketing people work together in identifying and converting high-quality leads your top lines does much better.
So how do you create a well-aligned sales and marketing process?
Create a sales and marketing Service Level Agreement
Bring together their common objectives and the role of each team in the lead nurturing and conversion process.
Create a workflow for sales and marketing management
This workflow is the process part of your service level agreement. It that connects sales and marketing people in terms of day to day interactions.
Marketing automation allows you to establish rules around this.
Using marketing automation software, your marketing people will not manually choose which leads to nurture to be considered marketing qualified leads and your sales people will not manually accept leads that are considered sales qualified leads. The rules will cause the strongest leads to migrate from nurture to direct sales.