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SALES & MARKETING
DON’T REALLY GET ON…
OR DO THEY?
2
Alignment Between Marketing &
Sales is Potentially the Largest
Opportunity for Improving Business
Performance Today
But ...
3
Multiple recent studies have shown one
specific eye-popping statistic:
Today, on average, 70% of the buying
decision is ...
4
Sales and Marketing
Alignment is Pivotal
Why?
Because your customers need you.
With a sales team running in one directio...
5
Typical Customer Experience
Expected Actual
6
Here’s What Happens When You
Get the STUFF RIGHT
Marketing & Sales communicate with each other and send the same message...
7
So, How Do We Do This?
8
Factors That Affect the
Customer Experience
● Lack of communication between sales & marketing teams
● Outdated or inaccu...
9
How to Align Marketing
& Sales
INTERNALLY
10
● Attend each other’s meetings
○ Create transparency: Listen to
hear, not to reply. Educate each
other on your differen...
11
● Develop shared goals
○ Sales and Marketing exist to make money. But,
they also exist to make customers happy. Get
eve...
12
How to Align Marketing
& Sales
EXTERNALLY
13
● Provide the right types of content for
your audience
○ Not everyone processes information in the same
way. Make sure ...
14
What Happens When
Marketing & Sales Work
Together?
● Companies with good smarketing practices in place
generated 208% m...
15
How Can Sales & Marketing
work together?
New marketing platforms, such as HubSpot, are great to help automate this proc...
16
INBOUND MARKETING is not
a single, one-off project.
It's a long term plan, and our certified inbound professionals buil...
17
We are fully certified HubSpot experts and a HubSpot Certified Agency partner. Our training and support programs
will h...
18
Q & A
Griffin House
18-19 Ludgate Hill
Birmingham
B3 1DW
0121 296 5275
Henry Wood House
2 Riding House Street
London
W1...
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Sales & Marketing don't really get on... or do they?

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Alignment between marketing & sales is potentially the largest opportunity for improving business performance today. So, how can you make them work together?

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Sales & Marketing don't really get on... or do they?

  1. 1. SALES & MARKETING DON’T REALLY GET ON… OR DO THEY?
  2. 2. 2 Alignment Between Marketing & Sales is Potentially the Largest Opportunity for Improving Business Performance Today But Sales & Marketing don’t really get on…. or do they? Despite the fact that 80% of businesses recognise the benefits of greater alignment between Sales and Marketing, most (60%) aren’t unifying their divisions. Randstad, 2015
  3. 3. 3 Multiple recent studies have shown one specific eye-popping statistic: Today, on average, 70% of the buying decision is made before a prospect talks to the company. In this customer focused reality, sales and marketing alignment is a necessity if companies want to provide a memorable and compelling customer experience.
  4. 4. 4 Sales and Marketing Alignment is Pivotal Why? Because your customers need you. With a sales team running in one direction and a marketing team playing a different tune, we’re delivering a broken, disjointed, ineffective and frustrating customer experience. “Misalignment between Sales and Marketing technologies and processes costs B2B companies 10% of revenue or more per year.”* *HubSpot 2015
  5. 5. 5 Typical Customer Experience Expected Actual
  6. 6. 6 Here’s What Happens When You Get the STUFF RIGHT Marketing & Sales communicate with each other and send the same message to the customer. Marketing & Sales track the same goals which can therefore be measured which helps to understand what works, when and why. When the customer is happy, they buy more, more often and willingly refer. Superior Service. Increased Sales.
  7. 7. 7 So, How Do We Do This?
  8. 8. 8 Factors That Affect the Customer Experience ● Lack of communication between sales & marketing teams ● Outdated or inaccurate content, files & materials ● Slow or inexistent communication ● Inconsistent brand and image ● Lack of follow-up ● Untimely and irrelevant interactions
  9. 9. 9 How to Align Marketing & Sales INTERNALLY
  10. 10. 10 ● Attend each other’s meetings ○ Create transparency: Listen to hear, not to reply. Educate each other on your differences ● Agree on the targeted buyer ○ Make sure everyone is targeting their efforts at the same potential customers ● Define what constitutes a lead ○ Marketing Qualified Leads differ from Sales Qualified Leads. Knowing this is essential to react appropriately
  11. 11. 11 ● Develop shared goals ○ Sales and Marketing exist to make money. But, they also exist to make customers happy. Get everyone on the same page ● Align the goals to ROI ○ To track ROI, look at KPIs such as “deals influenced” or “deals sourced” to connect specific marketing materials straight to bottom-line results ● Make it a top-down commitment ○ Make sure the goal comes from on high within the company ● Define the sales funnel ○ Marketing and Sales must have a unified picture of the sales funnel and standard definitions of each stage in the process ● Plan and develop content together ○ Share the vision, secure buy in and achieve sales success ● Ensure that everyone has access to up-to-date material ○ Keep the messages consistent and on brand
  12. 12. 12 How to Align Marketing & Sales EXTERNALLY
  13. 13. 13 ● Provide the right types of content for your audience ○ Not everyone processes information in the same way. Make sure you provide the type of content that does well with your prospects: web, PDFs, videos, presentations, etc. ● Multiple touch points ○ Make sure there is a single source of truth. Marketing and Sales messages need to sing the same tune ● Have and adhere to a follow-up process ○ This comes down to agreeing on the different forms of leads and stages in the sales funnel ● Don’t forget communication ○ Listen to each other! ● Create a consistent experience ○ The customer wants a simple, straight forward, unified experience Consider What the Customer Wants
  14. 14. 14 What Happens When Marketing & Sales Work Together? ● Companies with good smarketing practices in place generated 208% more revenue from marketing efforts. ● When sales and marketing teams work together, companies see 36% higher customer retention and 38% higher sales win rates. *HubSpot 2015
  15. 15. 15 How Can Sales & Marketing work together? New marketing platforms, such as HubSpot, are great to help automate this process, but companies still struggle to get them to work properly. It's a common misconception that marketing and sales automation can be set once and then be forgotten about. The truth is that your marketing automation platform is only as good as the information that you put into it. If unqualified leads are being passed to sales, it is up to marketing to correct this. The objective of marketing and sales alignment is knowing when a process is working and when it isn’t, so you can keep improving your sales and marketing strategies.
  16. 16. 16 INBOUND MARKETING is not a single, one-off project. It's a long term plan, and our certified inbound professionals build long term relationships with each and every client that is strengthened by its own success. Find out how we go about this in our Inbound Marketing Playbook. Get the Inbound Marketing Playbook >>
  17. 17. 17 We are fully certified HubSpot experts and a HubSpot Certified Agency partner. Our training and support programs will help you get the most out of HubSpot and lift your marketing automation campaigns to a new level.
  18. 18. 18 Q & A Griffin House 18-19 Ludgate Hill Birmingham B3 1DW 0121 296 5275 Henry Wood House 2 Riding House Street London W1W 7FA 020 3504 5422 www.wearecatalyst.co.uk 18

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