Marketing and Sales Alignment

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Get to know how to align your marketing and sales teams

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Marketing and Sales Alignment

  1. 1. Marketing and Sales AlignmentTHE ART OF SERIES PART I © 2012 Info Checkpoint, Inc. All rights reserved.
  2. 2. YOU ARE A YES CERTIFIED BEST IS YOUR MARKETING AND PRACTICE SALES TEAMS ALIGNED? PRACTITIONER If not Strategies, Defensive Measures will Work - Drivemarketing teams with relevant YES 1. Are you able to to drive marketers NO Is your Marketing contribute to the Team driven to driveCOMPENSATION incentives companys top line? sales? with commissions and bonuses.Let Marketers Feel the Pulse of the Customer - Conduct COLLABORATIVE FIELD TRIPS that will help in YES 2. Do your marketing and sales teams NO Is your marketing embark on communicationdeveloping relevant marketing collaborative field tuned in to the collaterals with a strong trips? customers pulse? relevance to what customers want. Record and Play the Customers Voice - Sales Teams should make a note on YES 3. Is your sales team recording NO Is your marketing what customers want. The customers voice? communicationCUSTOMERS VOICE should reflective of the be shared with the Marketing customers voice? Team to develop relevant marketing communication.Develop a Sales Dictionary - Marketing and Sales teams need to SPEAK THE SAME LANGUAGE. With a shared YES 4. Do your marketing and sales teams NO Are the objectives of speak the same your marketing and underlying objective of language? sales teams well creating business impact, defined? there should be communication betweenteams in a language that both will understand. © 2012 Info Checkpoint, Inc. All rights reserved.
  3. 3. Make Sales, Marketings Target YES 5. Is Sales Team and their objectives a NO Audience - The TARGET AUDIENCE Is your marketing and sales part of your of the sales team is teams aligned?! Marketing Teams focus? potential customers, MARKETERS should make the SALES TEAM their focus. What better way to create a synergetic connection between marketing, sales and customers. When you do, ensure the system is introduced after YES 5. Have you an implemented NO preparing for a Is it a culture shock? Automated Lead change in culture and Management process. This will System? help in reducing adoption and adaption challenges. YES 6. Do haveof leads? number a huge NO Build an extensive database with qualityHave you measured the quality leads rather than of the leads? quantity Quantity over Quality lead generation should not focus only on quantity. Quality leads is what translates to sales irrespective of the number of prospects in your database. YOU ARE A CERTIFIED BEST PRACTICE PRACTITIONER © 2012 Info Checkpoint, Inc. All rights reserved.
  4. 4. Bridge the Yawning Gap between Marketing and Sales1 Are you able to drive marketers to contribute to the companys top line? No If not Strategies, Defensive Measures will Work - Drive marketing teams with relevant COMPENSATION incentives with commissions, bonuses and incentives. Yes Is your Marketing Team driven to drive sales? Do your marketing and sales teams embark on collaborative field trips?2 No Let Marketers Feel the Pulse of the Customer - Let marketing and sales teams conduct COLLABORATIVE FIELD TRIPS. This will translate to relevant marketing collaterals with a stronger relevance to what customers want. Yes Is your marketing communication relevant and tuned in to the customers pulse? Is your sales team recording the customers voice?3 No Record and Play the Customers Voice - Sales Teams should make a note on what customers want. The CUSTOMERS VOICE should be shared with the Marketing Team to enable marketers develop relevant marketing communication. Yes Is your marketing communication reflective of the customers voice? Do your marketing and sales teams speak the same language?4 No Yes Develop a Sales Dictionary - Marketing and Sales teams need to SPEAK THE SAME LANGUAGE. With a shared underlying objective of creating business impact, there should be communication between teams in a language that both will understand. Are the objectives of your marketing and sales teams well defined?5 Is Sales Team and their objectives a part of your Marketing Teams focus? No Make Sales, Marketings Target Audience - The TARGET AUDIENCE of the sales team is potential customers, MARKETERS should make the SALES TEAM their focus. What better way to create a synergetic connection between marketing, sales and customers. Yes Is your marketing and sales teams aligned?!6 Have you implemented an Automated Lead Management System? No When you do, ensure the system is introduced after preparing for a change in culture and process. This will help in reducing adoption and adaption challenges. Yes Is it a culture shock?7 Do have a huge number of leads? No Build an extensive database with quality leads rather than quantity Yes Have you measured the quality of the leads? Yes No Quantity over Quality lead generation should not YOU ARE A CERTIFIED BEST focus only on quantity. Quality leads is what PRACTICE PRACTITIONER translates to sales irrespective of the number of prospects in your database. © 2012 Info Checkpoint, Inc. All rights reserved.

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