CEO Series: Are Your Marketing and Sales Teams Aligned?


Your marketing and sales teams have the same goal: to generate leads, close deals and make you money. When they’re in sync, it’s good news: marketing and sales alignment can boost sales by 67%. However, it’s all too common for these teams to be working independently, or even at odds with each other. This can impact your marketing ROI, sales productivity and top-line growth.

What Happens When Sales & Marketing Don’t Talk

When your sales and marketing teams aren’t in sync, the following problems arise:

  • Misaligned processes. If sales and marketing don’t work together with a clear, shared goal, it’s easy for time and resources to be wasted. Unnecessary back-and-forth and missed opportunities are just some of the outcomes of misaligned processes.
  • Mismatched content. When a sales team fails to keep the marketing team in the loop about sales goals or targets, marketing doesn’t know what content needs to be created in order to help sales do its job. This means marketing is spending time and money producing content that doesn’t get used.
  • Low-impact sales. The flip side of the mismatched content issue is that sales can end up trying to sell something that’s not supported by marketing. Your sales team may be talking about points and themes that have nothing to do with what interested someone in the first place.

It’s Time to Put a Strategy in Play

A solid strategy is key if you want your sales and marketing teams to be working in alignment and at maximum efficiency.

Here’s what to do:

  • Know your customer. Build out customer personas so you know exactly who your perfect customer is. This will ensure that sales and marketing are talking to the same high-potential targets. While you’re there, make sure you define exactly what makes for a qualified lead. If sales and marketing are working at cross-purposes here, it’s hard to target the right opportunities.
  • Create the right content. Your marketing team needs to know who will be receiving the content, and at what point of the buyer’s journey. They also need to understand what questions the sales team gets. This will help them develop content that furthers the buyer’s journey rather than just reiterating it.
  • Demolish silos. Misalignment happens when your teams don’t talk. Position your teams so that they’re in the same space and make sure that they’re both accountable for generating revenue. Define roles for each team and make sure they’re coordinating with each other.
  • Align your systems. Make sure that your systems record and share data so that you can maintain lead integrity and segmentation. Use tools that let you leverage data to track sales efforts, model outcomes and analyze your performance and wins – and give both sales and marketing access to these.

If you’re not sure where to start, an alignment assessment can give you insight around where you may be falling short or missing out on opportunities. To make that happen, feel free to get in touch with the team at StellaPop. We’re experts at identifying misalignment issues and can help you prepare a game plan to ensure that you’re achieving maximum ROI across sales and marketing – and achieving the revenue metrics you’re aiming for.

See Also:

Business Minded: Organizational Strategic Planning in 8 Key Steps

Let’s See Some Hustle Out There: How to be the Champion of Business Strategy

How to Develop a Winning Business Strategy: Knowing What Not to Do

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