How do you align the efforts of your sales and marketing teams?

6 steps to building a shared Sales and Marketing process (they both agree to) Part 1

If you want Sales and Marketing to be on the same page, then there had better be only one page. Here's how to do it. Benefits of an aligned Sales and Marketing process Research shows that building a single process when it comes to Sales and Marketing has some very measurable and substantial benefits for your business, including: Increasing lead acceptance by 26% Increasing lead closure rate by 15% and Marketing's contribution to revenue by 59% Lifting lead acceptance by another 31%, and Improving lead acceptance by another 27% and marketing generated revenue by another 63% when READ MORE ›

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6 steps to building a shared Sales and Marketing process (they both agree to)

If you want Sales and Marketing to be on the same page, then there had better be only one page: A single page that defines your sales and marketing process. Here's how to do it. https://www.youtube.com/watch?v=U1YYKEmy7K4 Benefits of an aligned Sales and Marketing process Our research into alignment (and 20 years and 500 projects) have shown that building an aligned Sales and Marketing process has some very measurable and substantial benefits for your business, including: Increasing lead acceptance by 26% Increasing lead closure rate by 15% and Marketing's contribution to revenue by 59% Lifting lead acceptance by READ MORE ›

By |Alignment, Evergreen|
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Take your Sales and Marketing Processes to a whole new level

We're going to help streamline your Sales and Marketing process, every step of the way If you’re a B2B sales and marketing consultant, you’ve probably already got some pretty strong insights into what works and what doesn’t. But you likely also know that poor alignment is one of the most common causes of an underperforming sales and marketing engine. Our clients often feel they can solve all of the world’s problems. And getting them to boil it down to just one problem that Sales and Marketing agree to can really help them improve their sales closure rates READ MORE ›

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Sales and Marketing alignment that doubles Marketing’s contribution to revenue

Podcast interview with Andy Paul He's has been heroically publishing a daily podcast episode under the Accelerate banner and Andy recently invited me to join his show. We had a ranging discussion about sales and marketing alignment which I thoroughly enjoyed. Here are the highlights: Sales people want to tell their story before the buyer is ready to hear it. The buyer's journey gets gazumped by the seller's process. A sales person needs to know as much as they can about what each buyer already thinks, and Marketing can help. Sales and Marketing don't need to understand how to READ MORE ›

By |Alignment, Evergreen|
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How to grow your business as high as a ‘magic beanstalk’.

Interview with Jack the Giant Slayer, CEO of Golden Eggs Inc. as he shares his tips for SME growth. Jack, I’m sure many of our readers will have heard your story, but can you take us back the start of the business? Thanks Brett, I’d be delighted to. As you know, our family had a long history in primary production, the farm produced high quality dairy goods and we created a niche market for ourselves specialising in cheeses. But with the drought, rising power costs and the impact of imports, the business fell on READ MORE ›

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Aligning Marketing and Sales [video]

Hi. Aligning marketing and sales is hardly a new topic, but we still get asked about it all the time and I've been asked to talk about it again today. I'm going to refer to what some other experts on marketing and sales alignment have said is the best way to go about aligning marketing and sales. Well, for starters, are we aligning marketing to sales or are we aligning sales to marketing? I'll answer that and lots of other questions in today's show. To do that, I'm going to refer to doctor Google, find out what READ MORE ›

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Buyer readiness stages: How to make your content work harder

The probability of closing a marketing lead is 46% higher for companies that let their marketers change their CRM to use customised stages. This goes up by another 28% if those renamed stages are buyer-readiness stages, not seller-activity stages. But only 24% of marketers make this change. Why?  And what are the buyer readiness stages, anyway? https://www.youtube.com/watch?v=NfrLc8gLgZY In our sales and marketing alignment study published a couple of years ago, we found that only 24% of marketers had changed the stage names from the out-of-the-box configuration given by the CRM vendors to buyer readiness stages (the stages READ MORE ›

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How to find contact details for your ideal target market

I want leads, I want their names, and I want it now. There's a strategic piece to this and a tactical piece to this. I'm going to show you today some of our favourite tactics for finding the right names and the right buyers. But along the way I am going to argue very strongly that you need to get the strategy right first and then I'll show you how we get the names. Well there's a strategic piece to this; of course, I need to have the right buyers - people who are likely to have READ MORE ›

By |Alignment, Tactics, Velocity|
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Why you should align your CRM stage names to the Buyers’ Journey

    If the probability of closing a marketing lead is 28% higher for companies that let their marketers change their CRM stages, and 88% higher if those new stages are buyer stages not seller stages, why do only 24% of marketers make this change?   In this blog, Hugh explains the Buyer's Journey - a phrase he coined in 2003 when he wrote The Leaky Funnel - and makes concrete suggestions about how to name the lead and opportunity stages in your CRM and Marketing Automation Platform.

By |Alignment, Evergreen|
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How to align your B2B marketing to your buyers’ journey

A common lament of marketing teams is that they often find themselves acting as a service desk to the sales team. In B2B marketing, it is a consistent dilemma. Marketers are often asked to run an event, advertise a product or produce giveaways to support a sales campaign. There may be merit in trying to re-educate sales, but marketing is better advised to align itself to the buyers' journey rather than arguing with the sellers. Specifically, marketing should own the overall plan and contribute to its execution selectively. Marketing can take the lead in mapping out the READ MORE ›

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