I like to think of advertising sales as the leads inside a buddy cop movie.
Sales is the grizzled veteran on the force who helps to keep reiterating that they’re “too older for this” whenever a few zany misadventure gets started. And marketing is the hot-headed rookie with a chip on the shoulder looking to prove to everybody that they have what it takes to become the department’s first-ever bow-legged sergeant or something.
There’s a lot of potential for a pretty persuasive story if the two of these get along, but let’s envision a movie where they don’t.
In this film, both have no chemistry nor shared respect. They let many criminals get away due to lack of communication, and they don’t riff any back-and-forth wisecracks through the movie.
And worst of all, indicate end the movie on a freeze-frame of them jumping in the air, fastening into a perfect high-five prior to the credits roll.
No one would want to see that kind of dysfunction on film — just like no one wants to note that same kind of misalignment in between sales and marketing in operation. That’s why it’s crucial to remain on top of it when it comes to your business.
Here we’re going cover the key signs of marketing and sales misalignment and see among the best ways to help remedy this.
1 . Your marketing division only cares about MQLs.
According to Troy Arias , Marketing Operations Manager with Daxko , marketing departments often prioritize the wrong KPIs for optimal sales and marketing alignment. He says, “If your advertising team is solely centered on an MQL metric, it is a huge barrier to positioning between departments. ”
MQLs (or advertising qualified leads) are often hailed as a gold standard just for measuring marketing teams’ performance, but that mentality just isn’t fair to sales sections. A sales team isn’t evaluated by its ability to receive leads — it’s judged by its ability to convert those leads into clients.
A sales team’s success is scored by closed bookings, most of all — and there’s a substantial gap between those 2 KPIs in the context on most sales pipelines. Once a good MQL is passed away from, it has to transition for an SQL, be deemed a possibility, and receive a proposal just before closing.
Image Source: HubSpot
That makes for a enormous discrepancy in departmental targets — one that burdens sales more than marketing. If your marketing and advertising department only cares regarding generating MQLs and not closed bookings, it won’t be held accountable for producing mediocre prospective customers.
In this case, it can help to have your marketing section set a revenue objective, based on closed bookings, to ensure that your marketers keep your sales force in mind when gauging network marketing leads and go the extra mile to remain on the same page.
2 . You don’t have consistent interdepartmental syncs to address results plus planned campaigns.
Communication is key when looking to align your sales plus marketing efforts. If you want your own teams to be on the same web page, you can’t keep them siloed. They have to meaningfully interact with each other consistently.
Your sales force needs to be able to discuss the results it’s seeing from the leads marketing is passing together. And both have to understand every other’s respective plans plus strategies when it comes to messaging. Additionally , if you’re planning specific strategies, both departments need to know what to anticipate from each other.
Ultimately, you need to maintain a mutual understanding between sections. If you don’t, you might create a rift that can lead to wayward smarketing efforts and tension between sales and marketing groups.
3. Your marketers never ask, “What can I do to make the product sales process easier for you? inch
Sometimes just a little thoughtfulness and legitimate curiosity can help smooth out some discord and misalignment between sales and marketing departments. One method to get there is for your teams to actively hash away ways to improve or speed up your company’s sales process and pipeline.
Marketers are in control of the initial few stages of any smarketing efforts, so the onus is usually on them to initiate discussions on how to improve the process. If your marketing team takes a 2nd to better understand how your sales team is handling the MQLs it passes along, it could be able to adjust its efforts to help make the sales process a bit smoother.
From there, your teams can begin an active and constructive conversation on what they want or expect from each other. At the very least, this shows that your marketing group wants to hear your sales team out and keep both departments working as a cohesive device.
4. Your product sales department creates and uses its own sales content specifically.
Marketing groups are often tasked with creating content to support sales efforts — including case studies, presentation decks, and one sheeters. That kind of collateral, called sales articles , is different from marketing and advertising content.
Exactly where marketing content is more common and attention-grabbing, sales articles is more pointed and brand-specific. That said, the term “sales” within “sales content” is a bit misleading — marketing departments often have a significant role in generating that kind of collateral. And when your marketing team has no place in that procedure, your departments probably generally are not on the same page.
Marketers are generally better-equipped to make content — that’s a large part of what they do — so if your sales department is definitely monopolizing that role, it might mean there’s some stress or a lack of communication among teams.
3 Ways to Fix Poor Position
1 . Encourage teams to listen to each other.
If you want your product sales and marketing efforts in order to align, your teams need to listen to one another and — corny as this sounds — actually hear each other. Each departments need to have a comprehensive understanding of your sales process.
If they don’t, neither can make the kind of thoughtful, workable recommendations needed to improve every department’s role in it. Sales and marketing both have to consider the other’s perspective — to listen and learn until they could thoroughly explain both sides of your sales process in full.
Doing so may at least partially remedy some of the points listed above. If your groups are willing and capable of legitimately hear each other out, they can develop the sympathy, knowledge, collaboration skills, and strategic vision necessary to take the departments together.
2 . Push for consistency in expectations, data, and technology.
Among the bigger parts of successfully aiming marketing and sales is marketing and sustaining consistency. You should ensure that your teams are working with an understanding of the same ultimate goals, from a baseline of the same information.
That point begs the question, “How do you keep things that cohesive? ” Well, you can start simply by keeping lines of continuous contact open — supplemented by frequent meetings plus briefings between departments.
As I stated earlier, it’s important to have program syncs between sales and marketing to keep both groups on the same page in terms of overall goals and day-to-day operations.
It’s also important that both sales and marketing and advertising have access to the same data as a reference point for their shared and individual efforts. It helps a marketing department to see how its work can be impacting sales and vice versa.
That kind of visibility can come through mutually accessible technology — like a CRM that addresses both sales and marketing and advertising.
3. Consider your sales team’s input in content marketing.
There’s a solid possibility that your content marketing efforts are more bloated than they have to be. You might be holding onto and promoting content that doesn’t really help your sales repetitions.
You want to produce content that enriches your customers’ professional lives. Supply them with insight that educates plus intrigues them, and that usually takes an intimate understanding of your own prospects’ interests and desires — salespeople can provide you with that information.
Really their job to understand why is your prospects and customers tick, so if you want your marketing department to produce solid content that your sales team can ultimately take advantage of, it’s important to involve some salespeople in your content creation process.
In doing this, you’re letting your salespeople steer your subject matter in the right direction, providing them with leads that they know possess a personal interest in your providing, fostering interdepartmental collaboration, and giving both departments the stake in the other’s procedures.
Why Marketing and Sales Alignment is A Should for Businesses
You might be wondering, “Is advertising sales alignment really that important? Does my business actually need to go through the effort to ensure those departments are in synchronize? ”
The answer is “Absolutely! Yes! Yes! A thousand times indeed! Yes, again! ”
Advertising sales alignment is every bit as important as this article makes it out to be. It hurts your business across the board if you don’t have the grasp on it, and it does not just hit one of your sections.
This undermines the effectiveness of both your own marketing and sales efforts in general. A study from Forrester discovered that 43% of CEOs believed that misalignment got cost them sales.
If you want to get the most from either of your teams, you have to make sure they’re on the same web page and in constant contact. There are specific tips and tricks you can employ to obtain there — all of which are underlaid by one essential strategy: creating an environment that encourages openness and collaboration.
You need to have your product sales and marketing departments continuously interacting with and learning from one another. If you can facilitate that kind of environment in your office, you will put yourself in the best position possible to have a consistent, fluid interchange of ideas and strategies between departments to get as much as possible from each teams.