Sales And Marketing Alignment: The Good, The Bad, and The Ugly


Published on

Align Your Solutions to Customer Problems
Accelerate Sellers’ Credibility with their Buyers

Only 36% of salespeople can identify their customers’ problems and fewer can connect the problems to the business impact. Marketing & Sales aligning with the buyer is the first step. It’s the only way to connect your solutions to their problems. And only then can the salesperson add value to the conversation.

Published in: Marketing

Sales And Marketing Alignment: The Good, The Bad, and The Ugly

  2. 2. tweetthis! GOOD THE
  3. 3. tweetthis! ONE no. 95% of buyers chose a solution provider that “provided them with ample content to help navigate through each stage of the buying process” ( DemandGen Report ) THEGOOD
  4. 4. tweetthis! TWO no. Organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates and 38% higher sales win rates ( Marketing Profs ) THEGOOD SALES MARKETING FUNCTION Tightly aligned 1STPLACE
  5. 5. tweetthis! THREE no. Companies with “dynamic, adaptable sales and marketing processes” reported an average of 10% more sales people on-quota compared to other companies ( CSO Insights ) THEGOOD SALESPROCESSMKTGPROCESS 10% MORE ON- QUOTA
  6. 6. tweetthis! FOUR no. When sales and marketing teams are in sync, companies became 67% better at closing deals ( Marketo ) THEGOOD
  7. 7. tweetthis! FIVE no. Companies with aligned sales and marketing generated 208% more revenue from marketing ( MarketingProfs ) THEGOOD M MARKETING
  8. 8. tweetthis! SIX no. Alignment of sales and marketing impacts revenue growth up to 3 times ( Bulldog Solutions ) THEGOOD M
  9. 9. tweetthis! SEVEN no. 57% of B2B organizations identify ‘converting qualified leads into paying customers’ as a top funnel priority ( MarketingSherpa ) THEGOOD
  10. 10. tweetthis! BAD THE
  11. 11. tweetthis! ONE no. 60-70% of B2B content created is never used. Most cited reason why is because the topic is irrelevant to the buyer audience. ( Content Marketing Institute ) THEBAD IRRELEVANT
  12. 12. tweetthis! TWO no. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance. ( Hubspot ) THEBAD LEAD
  13. 13. tweetthis! THREE no. 50% of sales time is wasted on unproductive prospecting ( 101 B2B Marketing and Sales Tips from The B2B Lead ) THEBAD UNPRODUCTIVE PROSPECTING
  14. 14. tweetthis! FOUR no. Sales reps ignore 50% of marketing leads THEBAD ( 101 B2B Marketing and Sales Tips from The B2B Lead ) Marketing Leads I’ll get to these later
  15. 15. tweetthis! FIVE no. Lost sales productivity and wasted marketing budget costs companies at least $1 trillion a year ( 101 B2B Marketing and Sales Tips from The B2B Lead ) THEBAD
  16. 16. tweetthis! SIX no. Only 30% of CMOs have a clear process or program to make marketing and sales alignment a priority THEBAD ( CMO Council ) SALESPROCESSMKTGPROCESS
  17. 17. tweetthis! UGLY THE
  18. 18. tweetthis! ONE no. By 2020, customers will manage 85% of their interaction with the enterprise without interacting with a human ( Gartner ) THEUGLY
  19. 19. tweetthis! TWO no. 75% of buyers want marketers to curb the sales-speak in their content THEUGLY ( DemandGen Report ) SALES SPEAK
  20. 20. tweetthis! THREE no. B2B companies’ inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company. ( IDC ) THEUGLY M
  21. 21. tweetthis! FOUR no. 57% of the buyer’s journey is completed before the buyer talks to sales THEUGLY ( Corporate Executive Board ) Sales Meeting
  22. 22. tweetthis! FIVE no. 61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified (MarketingSherpa ) THEUGLY LEAD
  23. 23. tweetthis! SIX no. Just 56% of B2B organizations verify valid business leads before they are passed to Sales THEUGLY ( MarketingSherpa ) ONLY 56%
  24. 24. tweetthis! SEVEN no. A whopping 68% of B2B organizations have not identified their funnel (MarketingSherpa ) THEUGLY
  25. 25. tweetthis! Sales and marketing need to pull together to better serve the customer. Customers reward sellers who: • Understand the business • Offer unique valuable perspectives • Help to navigate solutions and avoid mistakes This should happen before solutions are presented, so that you can connect your solutions to the customer’s business problem. That’s how you establish credibility. We’vehelpedcompanieslike winmoredeals. Connect Solutions to Business Problems GOOD BAD UGLY THE THE THE SALES&MARKETING ALIGNMENT: Stick withV Make changes toV Get rid of V tweetthis!