Sales and Marketing alignment is one of the main issues faced by business-to-business (B2B) companies worldwide.
Why is sales and marketing alignment such a challenge? Sales and Marketing are often on different planets. Sales asks Marketing to do more advertising and run more events. Marketing thinks that Sales is out to lunch and fails to capitalise on all their hard work. Senior management says they have to align; so, they swap staff and try to be friends. Unfortunately, simply being nice to each other is not the solution to gaining Sales and Marketing alignment.
Instead, alignment results from an integrated sales and marketing process, and from focused sales and marketing training. This training then allows for each position to be better understood and interpreted. The team at align.me are expert marketing and sales planners for Australian businesses that foster alignment regardless of whether your business is in New York, London, Singapore, Sydney or Melbourne.
But Sales and Marketing alignment delivers results!
In 2005, we published our first report into alignment, produced in 2004 in partnership with Eloqua. In our study of 1400 professionals from 84 countries we found that businesses which enjoy strong Sales and Marketing alignment are:
- Outgrowing their competitors by 5.4%
- 38% better at closing proposals
- Churning 36% fewer customers each year
So how do you align Sales and Marketing?
You need an approach to alignment which:
- Aligns Sales and Marketing to the buyer (not each other);
- Creates an agreed and end-to-end process that outlines how each will operate; and
- Builds a common language and shared outcomes, strategies, processes and measures.
Alignment requires a complete sales and marketing planning solution. In 2013 we updated our research and found many new twists in the tale published in a new report in 2014.
align.me also offers outsourced marketing strategies that can help you focus on the core of your business while we’re focusing on getting you recognised.