Sales and Marketing Alignment

Sales and Marketing Alignment:
Heresy or Necessity?

Traditional corporate marketing and sales departments were envisioned and built with completely different goals and objectives. Marketing developed and promoted the company’s brand, managed advertising and generated leads it would turn over to sales. The sales department was where the rainmakers hung out. They stayed glued to their phones, whether making cold calls or reaching out to repeat clients. They usually complained about the leads they got from marketing.

The very thought of sales and marketing alignment in this environment was heresy. It just couldn’t happen.

Then, the internet changed everything.

Today, top sales people are incorporating digital sales/social selling techniques, using social media to connect and communicate with prospects, because the modern B2B buyer doesn’t want to hear from a salesperson until they are at least 60% through their research. That means sales people need new ways to connect with prospects and their own content to share with prospects and clients. Meanwhile, marketing is creating content for its own lead generation programs.

In a digital environment in which sales and marketing alignment is an absolute necessity, can’t these two just get along?

Sales and Marketing Alignment:
Heresy or Necessity?

Traditional corporate marketing and sales departments were envisioned and built with completely different goals and objectives. Marketing developed and promoted the company’s brand, managed advertising and generated leads it would turn over to sales. The sales department was where the rainmakers hung out. They stayed glued to their phones, whether making cold calls or reaching out to repeat clients. They usually complained about the leads they got from marketing.

The very thought of sales and marketing alignment in this environment was heresy. It just couldn’t happen.

Then, the internet changed everything.

Today, top sales people are incorporating digital sales/social selling techniques, using social media to connect and communicate with prospects, because the modern B2B buyer doesn’t want to hear from a salesperson until they are at least 60% through their research. That means sales people need new ways to connect with prospects and their own content to share with prospects and clients. Meanwhile, marketing is creating content for its own lead generation programs.

In a digital environment in which sales and marketing alignment is an absolute necessity, can’t these two just get along?

Think outside the silo

The modern, digitally savvy corporation may not have torn down the silos that separate marketing and sales, but they have at least created a large enough window between the two to make sales and marketing alignment possible. And many corporations are making improvements in sales and marketing alignment.

Think outside the silo

The modern, digitally savvy corporation may not have torn down the silos that separate marketing and sales, but they have at least created a large enough window between the two to make sales and marketing alignment possible. And many corporations are making improvements in sales and marketing alignment.

Progress shows the importance of sales and marketing collaboration

Research conducted by LinkedIn and Join the Dots among 3,516 sales professionals and 3,627 marketers from Australia, India, Southeast Asia, the United Kingdom and the United States showed that collaboration between sales and marketing is improving and contributing to better results.

  • 58% of salespeople and marketers say collaboration improved customer retention
  • Another 54% say it boosts financial performance
  • 52% of sales and marketing professionals cited shared objectives and KPIs as helping to improve collaboration
  • 70% of customers said sales and marketing collaboration delivers a better buying experience
  • 67% of sales and marketing professionals who collaborate say they have a clearer understanding of their customer
  • Meanwhile, lack of alignment had a direct negative impact on business
    • 60% cited weaker financial performance
    • 59% pointed to poorer customer experience
    • 58% said lack of alignment reduced customer retention
  • Business identified the most likely negative outcomes from lack of collaboration and alignment
    • Missed business opportunities — 65%
    • Customer frustration — 46%
    • Duplication of process — 45%
    • Decreased staff morale — 40%

Progress shows the importance of sales and marketing collaboration

Research conducted by LinkedIn and Join the Dots among 3,516 sales professionals and 3,627 marketers from Australia, India, Southeast Asia, the United Kingdom and the United States showed that collaboration between sales and marketing is improving and contributing to better results.

  • 58% of salespeople and marketers say collaboration improved customer retention
  • Another 54% say it boosts financial performance
  • 52% of sales and marketing professionals cited shared objectives and KPIs as helping to improve collaboration
  • 70% of customers said sales and marketing collaboration delivers a better buying experience
  • 67% of sales and marketing professionals who collaborate say they have a clearer understanding of their customer
  • Meanwhile, lack of alignment had a direct negative impact on business
    • 60% cited weaker financial performance
    • 59% pointed to poorer customer experience
    • 58% said lack of alignment reduced customer retention
  • Business identified the most likely negative outcomes from lack of collaboration and alignment
    • Missed business opportunities — 65%
    • Customer frustration — 46%
    • Duplication of process — 45%
    • Decreased staff morale — 40%

Significant gap in U.S., Australia and the U.K.

While the figures above show that significant progress has been made in these geographic areas overall, you don’t have to drill down too far among those who believe sales and marketing collaborate well to find that India and Southeast Asia are way ahead of the U.S., Australia and the U.K.

  • Align to the same strategy and objectives
    • India 77%
    • E.A 81%
    • K. 59%
    • Australia 59%
    • S. 66%
  • Share customer and market information freely
    • India 68%
    • E.A 70%
    • K. 59%
    • Australia 59%
    • S. 62%
  • Have a shared understanding of the customer’s journey
    • India 78%
    • E.A 76%
    • K. 58%
    • Australia 62%
    • S. 58%

Significant gap in U.S., Australia and the U.K.

While the figures above show that significant progress has been made in these geographic areas overall, you don’t have to drill down too far among those who believe sales and marketing collaborate well to find that India and Southeast Asia are way ahead of the U.S., Australia and the U.K.

  • Align to the same strategy and objectives
    • India 77%
    • E.A 81%
    • K. 59%
    • Australia 59%
    • S. 66%
  • Share customer and market information freely
    • India 68%
    • E.A 70%
    • K. 59%
    • Australia 59%
    • S. 62%
  • Have a shared understanding of the customer’s journey
    • India 78%
    • E.A 76%
    • K. 58%
    • Australia 62%
    • S. 58%

Getting and staying ahead of a large learning curve

The gap between corporations in different parts of the world shows that achieving true sales and marketing alignment is not easy. It takes effort. There will be pushback on both sides. But corporations that want to evolve and grow will make that effort.

That’s why Top Dog Social Media offers consulting and training to bring sales and marketing teams together. Our proprietary Sales and Marketing Alignment Framework clearly lays out the different elements of the consulting and training we provide. As far as we know, it’s the first roadmap of its type for complete sales and marketing alignment.

Getting and staying ahead of a large learning curve

The gap between corporations in different parts of the world shows that achieving true sales and marketing alignment is not easy. It takes effort. There will be pushback on both sides. But corporations that want to evolve and grow will make that effort.

That’s why Top Dog Social Media offers consulting and training to bring sales and marketing teams together. Our proprietary Sales and Marketing Alignment Framework clearly lays out the different elements of the consulting and training we provide. As far as we know, it’s the first roadmap of its type for complete sales and marketing alignment.

How to read the Sales & Marketing Alignment Framework

The dark blue column on the left represents stages of the buyer’s journey, as the buyer advances from one stage to the next.

  • Leads
  • Prospects
  • Opportunities
  • Clients

The gold row across the top encompasses the various communications strategies, tactics and goals to be incorporated along the way.

  • Marketing messaging
  • Sales activities
  • Marketing goals
  • Sales enablement
  • Content marketing
  • Sales results

The cells where items in the left column intersect with items in the gold top row are the meat of the training. As you can see, no stage, strategy, tactic or goal is left out.

Once your teams have been trained, this framework will serve as their at-a-glance reminder of what should be happening in the current and next stages.

How to read the Sales & Marketing Alignment Framework

The dark blue column on the left represents stages of the buyer’s journey, as the buyer advances from one stage to the next.

  • Leads
  • Prospects
  • Opportunities
  • Clients

The gold row across the top encompasses the various communications strategies, tactics and goals to be incorporated along the way.

  • Marketing messaging
  • Sales activities
  • Marketing goals
  • Sales enablement
  • Content marketing
  • Sales results

The cells where items in the left column intersect with items in the gold top row are the meat of the training. As you can see, no stage, strategy, tactic or goal is left out.

Once your teams have been trained, this framework will serve as their at-a-glance reminder of what should be happening in the current and next stages.

Results you can count on

Understand that Top Dog Social Media does not engage in any consulting or training that does not produce measurable ROI. While we can’t guarantee any organization an ROI of a given percentage, we know that these results will contribute to your ROI in specific ways.

  • More efficient sales process incorporating social selling
  • Less duplication of efforts between sales and marketing
  • Easier process for the buyer, with less friction at each stage of the buyer’s journey leading to a more likely purchase
  • Solving problems for each member of the decision-making team before they ask for the solution
  • Improved customer retention
  • Attraction of new prospects via digital sales and marketing tactics

Training the way you want it

We customize sales and marketing alignment solutions to fit the needs and requirements of your teams. Our consulting and training can be in-person, online or a combination of the two.

Because this program is not one-size-fits-all, the best way to determine if it’s right for your organization is to schedule a confidential discovery session in which we can discuss how best to move your sales and marketing teams toward alignment.

Results you can count on

Understand that Top Dog Social Media does not engage in any consulting or training that does not produce measurable ROI. While we can’t guarantee any organization an ROI of a given percentage, we know that these results will contribute to your ROI in specific ways.

  • More efficient sales process incorporating social selling
  • Less duplication of efforts between sales and marketing
  • Easier process for the buyer, with less friction at each stage of the buyer’s journey leading to a more likely purchase
  • Solving problems for each member of the decision-making team before they ask for the solution
  • Improved customer retention
  • Attraction of new prospects via digital sales and marketing tactics

Training the way you want it

We customize sales and marketing alignment solutions to fit the needs and requirements of your teams. Our consulting and training can be in-person, online or a combination of the two.

Because this program is not one-size-fits-all, the best way to determine if it’s right for your organization is to schedule a confidential discovery session in which we can discuss how best to move your sales and marketing teams toward alignment.

Schedule a confidential consultation to discuss how sales and marketing alignment can take your social selling and digital sales and marketing efforts to the next level.

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Copyright © 2018  Top Dog Social Media

Subscribe to our newsletter

Get the latest social selling strategies delivered to your inbox once per week.

Some of our happy clients

The legal stuff

Mailing Addresses

Copyright © 2018  Top Dog Social Media