Alignment score

The Marketing/SalesAlignment Index™
Is mis-alignment in Marketing and Sales limitingyour company’s revenue growth?

Perceived Obstacles to a Revenue Breakthrough
Market factors
Disbelief / resignation
Time restraints
Budget restraints
Skill gaps
Process gaps
Alignment gaps
Strategic-Momentum with Besondy Consulting & Interim Mgmt.
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The #1 Obstacle
Mis-alignment of marketing and sales
Different processes, compensation, terminology, funnel definitions, views of the buyer
Different beliefs and attitudes about goals, cooperation, accountability and trust
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The Alignment Index™(Mark each that applies in your company; add total marks in culture column and again in process column, then calculate index)
The culture
Lack of relationship and trust
Inauthentic & closed conversations
Negative mood and tone to interactions
Lack of commitment
Making each other wrong
Waiting for the other to “fail”
The “I told you so” syndrome
Lack of respect for the other function
Power struggle for control
Sales exec wants to control marketing
Marketing exec wants to control Sales
Unwillingness to openly resolve issues
The processes
Marketing has one plan; Sales another
Lack clear plan for growth
No agreement to lead generation quality & quantity
Marketing spending resources on tactics seen as not benefiting Sales
Tactics are arbitrary
Sales isn’t respecting Marketing’s processes
Sales forecast is seldom more than 85% accurate
Lack of transparency into the sales funnel; lack of KPI’s and funnel metrics
Strategic Momentum with Besondy Consulting & Interim Mgmt.
4
You culture score __ ÷ 8 x 100 = Culture Alignment Index
You process score __ ÷ 8 x 100 = Process Alignment Index

Your Alignment Index™ Score
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What are the costs of a high Alignment Index?(Estimate hard and soft costs plus opportunity costs)
Culture
Staff churn
Missed revenue & profit targets
Reduced agility
Reduced responsiveness
Impacts customer relationships
Lack of coordination
Mistakes
Processes
Cost of customer acquisition too high
Sales cycle too long
Inaccurate sales forecast
Ineffective marketing spend
Tactic or campaign do over's
Cost per lead too high
Time to market is too long
Strategic-Momentum with Besondy Consulting & Interim Management
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Estimated Annual Cost: $_____
Estimated Annual Cost: $_____

Typical Paths to Alignment
Change leadership
Reorganize
Participate in bonding experiences
Agree on lead quality definition
Implement CRM or marketing automation system
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Usually deliver short-term, incremental results!

Build alignment & commitment for true breakthrough revenue performance
Disagreement
Alignment and Commitment to a game worth playing within an environment of trust and integrity
Agreement to an action plan
Alignment
Strategic-Momentum with Besondy Consulting & Interim Management

How?
The 6-Week Revenue Breakthrough™ program
A facilitated program for Sales and Marketing teams consisting of on-site workshops and coaching that create
an environment of trust and commitment
a crystal clear action plan for achieving a breakthrough revenue goal.
Based on methodologies and best practices proven globally in companies of all sizes and industries.
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Delivered by
Richard Eppel
President of Strategic-Momentum, Inc. specializing in helping clients to accelerate revenue and profit growth through strategy formulation and business process development.
10 years as a business consultant and executive coach
Over 30 years in the high-tech industry as an engineering executive, and CEO specializing in corporate turnarounds
Charles Besondy
President of Besondy Consulting & Interim Management, LLC specializing in aligning the marketing function in B2B companies for revenue growth
9 years interim marketing executive and consultant
25 years marketing leadership roles in SMB high-tech businesses
Certified Funnel Coach for Math Marketing in North America
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Alignment score

by Charles Besondy on Jun 09, 2010

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Alignment score — Presentation Transcript