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How A 'One Team' Mindset Fuels Revenue Growth in 2021
The document discusses findings from a comprehensive sales and marketing alignment survey, highlighting the importance of alignment for revenue growth, particularly during challenging years. Key insights reveal that while 90% of respondents believe sales and marketing goals should be aligned, only 44% feel their teams are highly aligned, with fragmented customer data being the primary roadblock. Actionable recommendations emphasize the need for seamless communication and collaboration between sales and marketing teams to enhance the customer experience.
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How A 'One Team' Mindset Fuels Revenue Growth in 2021
- 1. How A OneTeam Mindset Fuels Revenue Growth Findings from the largest Sales & Marketing Alignment survey
- 2. Speakers Brogan Taylor, Head ofEnterprise Sales, Freshworks Stephen Pacinelli, Chief Marketing Officer, BombBomb Katie Ray, Community Engagement Manager, Sales Hacker
- 3. Sales-Marketing Alignment: Whydoes it matter? Customer experience Revenue growth Job performance
- 4. Companies with highlyaligned sales-marketing teams are 3X more likely to grow revenue during a challenging year (such as 2020) as compared to others. - The State of Sales-Marketing Alignment Report 2021
- 5. The State ofSales-Marketing Alignment 2021 The Largest ever survey on Sales & Marketing Alignment 5 Global audience - Sales & Marketing only C-suite, VPs and Directors 1253 respondents Markets covered - US + Canada - UK - EU (NL+FR+DE) - Middle East and Africa - Asia-Pacific
- 6. To what degreeare your Marketing team KPI’s aligned to your goals? Poll #1 a) Totally aligned b) Somewhat aligned c) Not aligned at all
- 7. 90% of respondentsthink sales and marketing goals should be aligned, but only 44% believe their teams are highly aligned. Key finding #1
- 8. Alignment in twospecific areas—goals and objectives, and strategy and planning — are most crucial to improving sales performance. Key finding #2
- 9. What is yourno.1 requirement from the Marketing team? Poll #2 a) Better quality leads b) Visibility into upper funnel activities c) More Leads d) Better training around products & messaging
- 10. Sales #1 demandfrom marketing is more visibility into upper-funnel activities. Marketing’s #1 demand of sales is more visibility into lower-funnel activities. Key finding #3
- 11. “Customer journey” isthe second most frequently discussed topic between Sales and Marketing. But, just 35% of professionals think their company has a 360-degree view of it. Key finding #4
- 12. In your opinion,what is the top challenge/roadblock to facilitate this alignment? Poll #3 a) Poor communication b) Broken processes c) Fragmented customer data d) Organizational structure
- 13. The #1 challengeto sales-marketing alignment is fragmented customer data Key finding #5
- 14. Discussion What are the3 actionable things sales and marketing leaders could do to ensure their teams work as one team?
- 15. Companies spend solong perfecting the handoff. But the customer doesn't want to be handed off from one function to the next. The customer wants the entire experience to be seamless, frictionless, logical, and relevant. - Jill Rowley, Fund Advisor, Stage 2 Capital
- 16. Can technology helpbring this vision to life? Linear and visible revenue attribution Shared platform - used by both Sales & Marketing teams All prospect and customer interactions in one place
- 17.
Editor's Notes
- #15 Alignment at the “input level” - goals, metrics, a “shared” vision Get the process right – very often, the process is broken, and technology only amplifies the problem Is there a set of capabilities that technology like CRM can offer that can bridge the gap?