Sales and marketing alignment is key to small business success. Nobody can deny that.
Demand Metric did a survey and found that 66% of organizations with proper sales and marketing alignment achieved their goals.
So how do you improve your sales and marketing alignment?
Remember that if your sales and marketing people do not collaborate, you will pay a price as your business suffers.
One of the biggest barriers to sales and marketing alignment success is lack of communication. When aligning your people, create a bridge for how your sales and marketing people communicate.
The first step to a better sales and marketing collaboration is clearly define your SHARED goals and objectives. From increasing your market share, to new customer’s acquisitions, to more revenue, to boosting your customer’s lifetime revenue per customer, etc, you must first define your goals.
The following are some of the basics of a perfect sales and marketing alignment process.
Agree on the target buyer(s)
Your business may have more than one.
To avoid the situation where your marketer want to attract a certain type of people and your sales people want to sell to a different certain type of people, you must JOINTLY agree on who your target buyers are.
Define what a marketing qualified lead is
A marketing qualified lead is always defined upon the agreement of your sales and marketing people. Once the definitions is agreed upon, your sales and marketing people should then agree on the lead hand-off process, which will define when and how marketing people will pass a lead to your sales people. It also defines how leads get handed back for nurturing when needed.
Agree on metrics
There must be agreement on what to measure, but also on how to measure. What specific activities or sequence of events on the part of your prospects are worthy of them being considered “leads” and being passed to sales.
Learn more here about dropping leads into the top of your sales funnel…