How 8 Brands Mastered Marketing and Sales Alignment

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I’ve written about the importance of sales and marketing position before, but the point can’t be understated: businesses undeniably possess better success when they straighten up sales and marketing teams.

Plus, having strong alignment between sales and advertising is mutually beneficial for both teams — in fact , sales and marketing alignment will help your company become 67% much better at closing deals, and may help generate 209% a lot more revenue from marketing.

If you are anything like me, however , it might be likely helpful to learn through example. Which is why we’ve provided to eight brands to learn how they mastered marketing and product sales alignment.

I’d encourage you to use the following examples as inspiration for your own process as you function to better align your teams, but remember — marketing and sales alignment will be unique to each individual company.

For that reason, you will discover the most benefit from this post in case you pick-and-choose from these strategies which usually aspects feel most authentic to your own company culture and business goals.

Take a look at dive in!

1 . Crossbeam rolled out company-wide OKRs.

Robert Moore, Co-Founder plus CEO at Crossbeam, informed me: “At Crossbeam, we’ve folded out company-wide OKRs that change each quarter and may be measured using sales, marketing, and product data from HubSpot. ”

This individual adds, “Everyone at Crossbeam has access to dashboards that will update in real-time with the progress toward these essential results, and our improvement also auto-posts to Slack each morning to keep people in the loop and drive discussions around progress. This keeps the organization on the same page and in-line on what matters most. inch

Key Takeaway: Ultimately, for solid marketing and sales alignment, it could critical both teams share key metrics and can iterate on their alignment based on which metrics are exceeding goals, and which ones are falling short.

2 . Rybbon a new Marketing to Sales group.

Jignesh Shah, CEO associated with Rybbon, says his company shifted its mindset to generate better alignment between product sales and marketing: “At Rybbon, instead of a marketing to sales funnel, we believe in a marketing to sales circle. Marketing campaigns are released and supported by coordinated sales follow-up. Sales plus marketing meet weekly to discuss the results of these campaigns plus ultimately evaluate their effectiveness. Sales’ feedback to marketing and advertising then helps to guide choices on what campaigns to do following. ”

“The group process keeps sales and marketing teams aligned and results-driven. “

Key Takeaway: To make your own circle process, consider how you might bake every week or monthly sales and marketing collaborations into your business culture. Ultimately, both groups should feel comfortable working with each other on a regular basis for true, eco friendly company alignment.

3. SmartBug Media aligned its content material calendar with its revenue focuses on.

Hannah Shain, Director associated with Marketing at SmartBug Press, told me her team provides directly tied its marketing and advertising goals with revenue focuses on to ensure both teams stay aligned and on-track: “Our campaigns and content diary are directly aligned to revenue targets, resulting in an average of 17. 4% increase month-over-month in inbound-qualified sales potential clients that convert to certified pipeline at an average price of 47. 73%. ”

graph of sales qualified leads increasing oct 2020

She continues, “Additionally, our sales team is viewing instant benefits in their HubSpot Sequences. The marketing content material being produced is directly on target with their outreach, getting them meetings on the initial touch. ”

Crucial Takeaway: To truly motivate and inspire both teams to work together, consider how you might create intersection in key business metrics. For instance, perhaps you tie income back to your marketing goals, to ensure marketers stay on-track to serve the same bottom-line goals that matter many to sales, as well.

four. Outreach encourages both teams to avoid blame at all costs.

If your marketing and sales teams are misaligned or don’t connect well, it might be easy for each team to assign blame when things don’t move as planned.

As Indicate Kosoglow, VP of Product sales at Outreach, says: “You need to decide not to possess a blame-game mindset or lifestyle. When pipeline is viewed as a shared challenge, then it becomes easier to talk about what needs to be done to improve the situation. ”

“Sales and advertising is a complex relationship, and assigning blame narrows your own ability to create needle-moving options. “

Key Takeaway: Create a tradition in which your sales and marketing teams feel authentically connected and aligned with regards to your company’s bottom-line. The more leadership can encourage collaboration over competition, the better.

five. Nextiva focuses on high-quality data analysis to align marketing and sales.

Ultimately, data evaluation is critical for understanding the present level of alignment between product sales and marketing goals, plus iterating to ensure future position success.

Nextiva is fully aware of the importance of data designed for marketing and sales alignment. As Gaetano DiNardi, Director of Growth Marketing at Nextiva, told me: “At Nextiva, we now have a joke: ‘Hey marketing, can we just get one more lead? ‘ Our lead flow is 100% inbound, using that arrangement comes a unique set of challenges. Sales could argue that lead volumes are very low. So we’ll go and fix that simply by ranking highly in Google designed for important terms like Business VoIP. ”

He adds, “Alternatively, when lead amounts are unquestionably above forecast, then sales will say that the lead sizes aren’t large enough. So we’re going dig into the data and show them how poor their close rates have been on this largest lead sizes. Ultimately, there will be an aha second among both groups on where the biggest problem exists — but that just happens when you can bring the correct data to the conversation. ”

“Great alignment between marketing and sales comes down to high-quality data analysis and effective communication with an action plan, and accountability on both sides, in order to solve complex problems. ” 

Key Takeaway: Bring information into every conversation you might have between sales and advertising. To avoid blame, you can use this data to demonstrate where each team might be falling lacking helping support the other team’s goals.  

6. BluLeadz’s sales and marketing groups share an ecosystem to improve the customer experience.  

To truly align your marketing and sales teams, you’ll want to consider what tools and platforms each team uses. Is there a chance to align your tools to enable each team member to visualize how their individual actions are helping or even hurting the other team’s targets — and, ultimately, what the experience looks like for the client?  

As Dave Strong, an Inbound Specialist with Bluleadz, explains: “Our ability to maintain alignment between marketing and sales comes down to three components: Process, communication, and shared ecosystems. ”

“We collaboratively create processes that we share and refine together. For example , marketing will help us produce sales content, and our own sales team refines those articles assets over time and stocks the results. This ongoing conversation about what’s working and exactly what is not working is vital.
We maintain an open communication channel by meeting every week to address friction factors, establish action items, plus hold each other accountable. ”

Stout adds, “The most significant tactic we use to stay aligned is sharing a good ecosystem. Both of our teams use HubSpot, and we discuss access to each team’s portal and reporting dashboards. This allows us to have impactful conversations about the quality of qualified prospects coming from different channels, allowing us to accurately forecast sales and identify touchpoints we can add throughout the purchasing process to improve the customer encounter. ”

Key Takeaway: Choose a good ecosystem that offers advanced tools for both sales repetitions and marketers. The more your teams can align on tools and processe s, the simpler it will be for your entire organization to reach tighter alignment.  

7. SuperOffice asked the sales reps to become a lot more active on social media.

In this case study blog post, Steven MacDonald produces about SuperOffice’s experience aiming its own sales and marketing and advertising teams.

In 2016, the company chose to bring in Jan Willem Alphenaar, a social selling expert, to instruct the sales force on how to use social media pertaining to sales. The sales team shifted their perspective and regarded social media as a tool pertaining to capturing B2B sales — not just leads.

As MacDonald writes, “Sales and advertising became much more aligned and now hold frequent meetings to talk about content, campaigns, digital actions and goals – for example what to post online and just how often , how to target potential customers and build relationships and the way to engage with potential customers. ”

The outcomes? An increase in business leads by 168%, an increase in social media visits to SuperOffice’s internet site by 61%, and a business revenue increase of 10% within the first 12 months — with plenty more space to grow.

Key Takeaway: Consider in which aspects of marketing — which includes social media, blogging, event preparing, email, and video — you might ask your sales team to get involved. In this case, the particular sales team recognized their own power to reach new viewers and convert leads straight into customers through social media. Your sales reps might have special opportunities to reach new systems — tap into that.

7. American Express created a articles hub with both marketing and sales playing a role.

American Show had a lofty goal: to position itself as a leader in the corporate travel industry.

To create that happen, the company joined with the Global Business Vacation Association (GBTA) and executed extensive research on the experience of global business travelers.

American Express then established a pilot social selling group, comprised of employees across multiple departments and locations, including sales and marketing.

This team created content based on the research from GBTA — and, while marketing took the lead on producing and distributing that content, the sales team provided consumer insight and played a vital role in ensuring the content was customer-centric.

American Express’ corporate travel content center was undeniably successful — with a reach of more than 100 million publications, over one, 500 page visits, and an increase of 100% wedding rate on LinkedIn.

Key Takeaway: While marketers are critical for conducting customer research plus understanding the needs of your audiences and prospects, it’s important to get marketers to remember that product sales reps are the ones who speak most directly to prospects and customers on a daily basis. Think about how your marketing group might collaborate with product sales to leverage that unique customer insight for upcoming campaigns or content launches.

Now that we’ve covered some amazing brands mastering sales and marketing alignment, feel free to take a look at Tried-and-True Tips for Sales and Marketing Alignment to get a more individualized, step-by-step guide to better alignment.

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