Sales and Marketing Alignment is Like Winning A Relay Race

For Innovative Outcomes…
Ready, Get, Set, Go…
Sales & Marketing
Alignment Is Like
Winning A Relay
Race

COMPETITOR
1
COMPETITOR
2
COMPETITOR
3
YOU
© Innovatus Marketers Touchpoint LLP http://marketerstouchpoint.com
Are You Not Getting The Results You Would Like?

Player 1 Player 2
Quite Often It’s Because The Handover Is Not Happening
Smoothly
The Point At Which Marketing Hands A Lead Off To Sales Is Like A Relay Race.

Sales And Marketing Teams Can Both Be
Working Hard, But When You Don’t Get The
Results?
Management Response
• Firing the underperforming members
• Walking the Head of Sales (or Marketing) out
the door
• Hiring more salespeople.
After All, Doubling The Number Of Salespeople Will Double
Revenue Right? Wrong.

The Ideal Marketing & Sales Funnel
Awareness
Interest
Understanding
Engagement
Trial Buy
Anonymous
Improved Pipeline Visibility, Predictability In Sales Forecast,
Ability To Focus On Right Deals At The Right Time

The Reality
Awareness
Interest
Understanding
Engagement
Trial Buy
Anonymous
Non Alignment Results In A Leaky Funnel – Limited Means To Map Out And
Monitor What Happens During Your Buyers’ Journey From Enquiry To Close

SALES
MARKETING
The Disagreement Between Them Are Based On
A Lack Of Understanding Each Other’s Needs And Abilities
Some of the reasons for this are:
• Incorrect assumption of customer needs
• Interpretation
• Lack of discussion
• Unrealistic strategies
• Lack of direction
• Vague communication
• Lack of coaching from senior
management
• Inexperienced marketing & sales
managers
• ‘Doing what's comfortable’ versus
‘Following the plan’
• Limited investment in relevant tools

SALES
MARKETING
Hand-off From Marketing To Sales Involves Similar Steps As A Good Relay Team.
For A Winning Team

The KEY Is To Break The Barrier and Get Them Talking…
SALES
MARKETING

The Key Steps
CommonTerms
(Customer,Lead,
MQL,SQL)
SetCommon
Goals
UtilizeLead
Scoring(Lead
fit,Lead
interest)
Establish
Organization
Structure(Define
Roles)
Create
ServiceLevel
Agreements

By Agreeing on Common Terms
The revenue target for
the organization.
Revenue Goal Sales Qualified Lead in
the Buying Process
SQL
The agreeable
definition of lead by
both marketing and
sales.
Lead
Marketing Qualified
Lead in the Buying
Process
MQL
The agreeable
definition of the buyer
persona.
Customer

Running Towards A Common Goal
Agreement on the Target Audience, Lead Definition and Scoring

Defining Roles and Responsibilities
SALES
MARKETING
Senior
Mgmt.
Communicating The Individual As Well As Team Goal In Sync With Revenue Goals.

Know and Respect The Strength of Each Other & Overcome
Weakness
COACH
Identify The Strong Starters, The Sturdy Middle (Wo)men
And The Finishers, So That Each Can Do Their Best.

Practice & Rehearse Every Move…With Defined Responsibility For
Each Stage
Assess the
target industry
segments
and determine
buyer needs.
Ready
Building the
marketing
message and
select platform.
Get.
Build the sales
enablement kit
and initiate
effective sales
conversations.
Set..
Launch, gauge
performance
and make
adjustments.
Go…

Sales And Marketing Alignment Is Crucial To Business Success, But
It’s A Tough Nut To Crack…
Each product/service line, unique buyer
scenarios, business unit, or alternative sales
channels requires a differentiated
marketing and sales approach.
Agree on the Service Level Agreements (SLAs)

Analysis, Coaching, Adjustment
Senior
Mgmt.
Frequent communication,
Timely sharing of data and feedback,
Productive review meeting to monitor goals and make adjustments.
Senior Management Should Coach The Team Towards
Improvement.

And Finally Time To… Celebrate Your Success
03
02
01
YOU
Recognize and
Reward the
efforts of team
members
toward reaching
the goal.
Then back to
practice and
execution.

To Reach The Goal…
FROM TO
You Need To Build A Team With Relevant Skills, Implement Processes
and Invest In CRM and Marketing Automation Tools

Sales & Marketing Synchronization
Brand identity
Positioning
Segmentation
Messaging
Lead generation
Website
Public relations
Email marketing
Social Media
SEO/SEM
eBook, White papers
Newsletters
Success stories
Downloads
User conferences
Guerilla marketing
Customer feedback surveys
Sales conversation kits
Account intelligence
Qualification
RFI. RFP
Sales presentations
Tech note
Needs analysis
Demos
Business analysis
Introducing twist
Value demonstration
ROI calculator
References
Scope & proposal
Negotiation
Pricing
Close
MARKETING SALES
Increasingmarketshare
Increasingmindshare
Qualified
prospect
Need
analysis
Business
Impact
Scope &
Proposal
Close
Problem
Recognition
Info
search/RFP
Vendor
Analysis
Purchase
Approval
Vendor
Selection
Buyer’s Cycle
Seller’s Cycle

While Sales And Marketing Alignment Can Be Challenging, The
Results Are Well Worthwhile…
Increases
Revenue
Shortens
SalesCycle
Improves
Conversion
Rate
Improves
Forecast
Accuracy
Increases
Ownership

Contact Us To Help
You Reach Your
Goal Vidya Priya Rao | Founder and Director
+91-8080015500
in.linkedin.com/in/vidyapriyarao
vidyapriya.rao@marketerstouchpoint.com
http://marketerstouchpoint.com

Sales and Marketing Alignment is Like Winning A Relay Race

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