DSales and marketing are like sisters, no matter how bad they are fighting and trying to step away from each other, they always meant to get back together eventually. Any successful organization identifies the many different variables that shape the whole company and the need for them to work efficiently. Nevertheless, the sales and marketing teams tend to rely on living individually with each other with little or no alignment.
The separation of sales and marketing personnel has long been controversial in every industry. According to the Content Marketing Institute, 60 to 70% of B2B content is seldom used because the subject topics are meaningless. Meanwhile, 79% of marketing leads never convert due to a failure to nurture consumer connections (HubSpot). If both teams were on the same page, all that work would be less likely to go to waste.
Here are the top 5 reasons why you have to align your sales and marketing!
1. Customers will get a full picture of our business.
Since marketing and sales are responsible for attracting, nurturing, and closing deals, they must agree to who they need to reach. When the teams work collectively, it's much easier to build realistic buyer profiles.
At different phases of the decision, various stakeholders are concerned. It's crucial to know how to engage and when to engage them if you want to build a magnificent story thread that encompasses all stakeholders from start to finish This also helps when both marketing and sales become aware of the factors that are most likely to affect customers at various phases.
Furthermore, a mutual perception of the consumer experience is facilitated by a consistent and agreed-upon perception of the client. As a result, prospects are less likely to feel as if they are being exploited by a siloed company, which expresses itself in a fractured and confounding relationship.
2. Able to define the Strategy effectively.
Organizations with aligned sales and marketing functions tend to be strategic and big-picture oriented. In other words, they get the long-term value. By planning for, promoting, and enabling alignment, the company amplifies the impact of both marketing and sales activities.
When sales and marketing come together around a big-picture vision of how to maximise money, they will shape and launch campaigns to achieve that target. Later, they will use the wealth of information and efficiencies gained from this alignment to fine-tune and develop a high-level development plan.
3. Create a good engagement with marketing and sales.
When marketing and sales operate independently, each team focuses on its own tasks, paying no attention to the other. This results in duplication of work and, at times, perplexing interactions for prospects. It also makes determining where leads fell off during the customer route incredibly challenging.
When the two teams emerge regularly and working together, it will help to maximize the effectiveness of their efforts. These two teams can launch campaigns of full influence, manage leads efficiently, and involve customers in a manner that wows prospective consumers as they work together.
4. Avoid Segmented, Confusing, or Frustrating Customer Journey.
Over-communication from a company scares potential customers away faster than anything else, particularly if it happens right after they decide to trust you and give you their details. Best thing you can do is remapping the customer journey.
This mapping offers a much more accurate picture of the prospect's view, lowering the likelihood of making incorrect decisions on who is involved and how they are involved from the buyer's perspective. Marketing and sales will more accurately identify and conduct strategies intended to trigger and maximise loyalty with a complete vision of the consumer experience.
5. Evolving consumers need the marketing and sales department to evolve as well.
The evolution of the technology-enabled customer has heightened the need for sales and marketing alignment. The modern customer is more exposed to knowledge and social networks than ever before, and is extremely mobile. They have the opportunity to easily gather more knowledge and learn more about themselves.
They have unlimited access to information at their hands, so they want the website to be simple to use and full of helpful information that addresses their initial questions. They want to be educated by your content and to communicate with your business wherever and wherever they want.
Alignment of sales and marketing, in spite of its benefits, is not an easy undertaking. It takes effort, resources, and time to bring the two together to discuss business goals, express concerns, and celebrate successes.