If you’re looking for a way to boost company revenue while simultaneously improving your marketing strategy, look no further than aligning the sales and marketing teams. Companies are not only able to reach their goals but also increase profitability with a more comprehensive collaborative strategy.

In this article:

  • Alignment between sales and marketing departments is essential for ensuring that your company’s best efforts are not wasted.
  • Working better together means that sales and marketing departments work more efficiently when regularly meet, have brainstorming sessions, or attend the same events together.
  • With proper alignment, both teams can come up with a content strategy to boost lead generation and conversion and ultimately achieve the company’s revenue goals.

Why Encourage Sales Enablement 

Working together solidifies the ability of the sales and marketing departments to attract potential clients that will ultimately push through ‘til the end of the buying journey 

What makes sales and marketing alignment more effective than each of them working individually? Both departments provide data to each other which is crucial in guiding prospects along the sales funnel. 

Marketing collects buyer intent data that the sales team needs in order to identify hot leads. In return, the latter also report their personal experience with their clients to help improve data analysis and demand generation campaigns. Salespeople can focus their efforts on the leads that have been primed for conversion via ads and demand generation campaigns. This cycle enables both parties to work closer towards the company’s revenue goals.

An empowered sales team is one that has complete alignment with the marketing team. But unfortunately, most enterprises experience some disjointed connection between the two departments. Here are some tips to help align the sales and marketing teams.

1. Share Data and Buyer Information

Customer data should be acquired and shared by both the sales and marketing departments. Marketing attracts leads and creates demand for the product or brand through campaigns, surveys, and landing pages. These leads are carefully engaged with and taken care of until they become warm enough for the sales team to take over. They then guide these prospects throughout the rest of the sales funnel. 

Marketers collect buyer intent data to analyze then come up with content to increase demand and attract more prospects. This information is then shared with the sales team so that they can customize their approach to address a target account’s issue. Meanwhile, salespeople also gather insights, feedbacks, and unique experiences from key decision-makers to help marketers improve future campaigns.

Gathering data may seem like a lot of work but platforms like N.Rich enable both marketers and salespeople to understand their market by making segmentation, ad campaign publishing, and targeting more comprehensive. 

2. Assign a Point Person For Lead Sharing

Not having a point person for certain needs in an organization will create chaos and misunderstandings. The confusion will also cause unnecessary delays in the operation. To eliminate this problem, each department should assign a team member to collect, analyze, and disseminate the data. 

This person should be able to receive the data being generated by marketers and identify qualified leads to be turned over to sales. By eliminating unnecessary data, the sales team can dedicate more time to focus on leads that have a higher chance of converting. 

3. Have Regular Meetings with Sales and Marketing

The main point for sales enablement is to make sure the said team is equipped with every information they need to close deals. For this to happen, communication should be prioritized.

Arrange regular meetings to update both departments on important events, campaigns, and other crucial details. 

You can set up weekly catchups, monthly meetings, or even attend external events together. Both teams should also share and discuss metrics to monitor such as lead generation results and the percentage of leads both teams are engaging with, MQLs, as well as conversion rates.  This way, both teams will be kept abreast of each other’s progress.

If there are new salespeople, make sure that meeting with the marketing team is part of the onboarding process and vice versa. New employees should be briefed with the basics at the onset.

4. Create a Content Creation Process Together

To make sure that both departments are working in sync, you need to create a content process that both teams can contribute to and follow. Brainstorm for campaign ideas together. Presenting data and important research to each other helps in making well-informed decisions faster. By including both departments in the process, you can come up with a well-rounded content strategy that’s focused on what your target audience needs.

Personalization of emails, ads, and other content materials also becomes easier with insight from the sales department. Marketers can tailor-fit each target account’s needs based on the customer experience feedback from sales. 

Communication Is Key in Collaboration

When it comes to collaboration between departments, communication is key. It helps reduce misunderstandings and allows both teams in a given organization to perform with very few internal issues. Enabling the sales team through alignment with the marketing team empowers them to connect with target accounts more confidently by being equipped with the proper brand and product knowledge.

N.Rich’s ABM platform makes collaboration between the two teams possible. Aside from running campaigns and collecting relevant intent data to aid marketing efforts, CRM software and other sales tools can be integrated into the platform for a more comprehensive account based marketing strategy.