This presentation outlines the growing differences between sales and marketing strategies that most B2B organizations are missing out. Poorly defined strategies, agreements and marketing-to-sales efforts are creating a deep impact on communication and collaboration to generate successful sales. As a result purchasing cycles of customers are taking time. Sales and marketing teams should come together to produce strategically combined efforts to generate effective networking among themselves. Here are the three effective strategies to align sales and marketing process to enable harmonious sales and marketing alignment. Read on.

1. 3 Powerful Steps to Align B2B Sales and Marketing of Today!

2. Sales and Marketing Alignment Today – Why Does it Matter?
Buyers are taking more control of the buying processes…
Buying decisions are taking
longer time & longer purchase
cycles
Customer
1
Customer
2
Customer
3
Do today’s B2B
marketers
understand
their
customers?

3. Sales and Marketing Alignment Today – Why Does it Matter?
Sales team get on the
business of short-term
selling
Marketing team
generally fail to drive
long term value at tough
times
It’s not about how you sell; it’s about how they will buy…

4. Sales and Marketing Alignment Today – Why Does it Matter?
Sales is all about push
Marketing is all about
creating a pull
Marketing
MixProduct
Price Promotion
Place
Customer
solution
Customer
cost
Communication
Convenience
The 4Ps

5. Sales and Marketing Team – Top questions To Align With
• Where are our leads coming from and at what cost?
• How many prospects do we need to generate one lead?
• Which prospects need immediate action to ensure a sale?
• Which campaigns result in the highest long term value?
• How many leads of a certain quality does a sales rep need to
make quota?
• How many leads does a sales rep need to be busy 100% of the
time?
To gain insight, sales & marketing team should first align with these top questions…

6. Tug-of-War between Sales and Marketing
• Sell product & do business quickly to
fulfil sales volume
• Match the products produced with the
customer demand
• Fulfil customer wants. Once they are met,
profit will be generated
• Market products are mainly research-
oriented. So, it’s better to produce products
and make customers aware of them
But sadly, there’s always a tug-of war between the sales and the marketing team!

7. Tug-of-war between Sales and Marketing
Instead of spending so high
on campaigns, hire more
sales people or pay more
compensation to sales reps
Your sales force lacks
strategy which upon
execution results in poor
sales

8. Tug-of-war between Sales and Marketing
You are out of touch with
the reality of what’s going
on with the customers
Your sales team is ignorant
& prioritizes individual
customer experiences,
insufficiently unaware of
the larger market & blind
to the future.

9. Sales and Marketing Alignment Issues
When sales and marketing are not aligned to each other …
Duplicate Leads
Limited lead
information
No feedback
from sales
No ROI
measurement
Longer sales cycles Smaller sales
pipeline

10. Sales and Marketing Alignment Issues – Impact
When sales and marketing are not aligned to each other …
Perplexed
Management
Dispersed Sales
resources &
efforts
Inconsistent
revenues
Conflicting
marketing
messages
Confused
customers
Negative effects
on customer
retention

11. Sales and Marketing Alignment – Effects upon the Customer
Unmet
expectations
Confusion
Service failures
Poor support
Exposure to other
competitive brands
Reduced customer
spending
Less sales/No ROI

12. Tug-of-war between Sales and Marketing
Lack of alignment damages corporate performance & sales enablement
Can’t we all
just get along?

13. Sales and Marketing Alignment Facts – Did you know?
Companies with strong sales and
marketing alignment can achieve
20% annual growth rate
Business that align sales & marketing are
38% better at closing
proposals than non-aligned businesses
Companies experience 36%higher customer retention when sales and
marketing teams are aligned

14. How To Align Sales and Marketing
Sales & marketing should work together to create value for business & customers
Sales Marketing
Smarketing

15. Sales and Marketing Aligned Marketing Objectives
Marketing is for Reach!
• Find & nurture leads
• Create platform for conversations
• Support sales
Selling is for Conversations!
• Convert leads to prospects
• Convert prospects to customers
• Retain customers
There should be a mutual consensus between Sales & Marketing teams…

16. How To Align Sales and Marketing to Build a Smarketing Organization
Step #1 Agree on Terminologies & Definitions

17. How To Align Sales and Marketing – Step 1
Agree on Marketing Qualified Leads (MQL)

18. How To Align Sales and Marketing
Step #2
Implement a Service Level Agreement (SLA)
MARKETING
TO
SALES
SALES
TO
MARKETING
Number & quality of leads
required to hit company
revenue goals
Speed and depth of lead
follow-up that makes
economic sense

19. How To Align Sales and Marketing – Step 2
Create a Service Level Agreement (SLA)

20. How To Align Sales and Marketing
Step #3
Gather Additional Insights about sales process
• Get individual and
marketing teams to action
• Fix problems without
management’s
intervention
• Resolve disputes
frequently, transparently
• Dive deeper into more
contentious issues
• Involve key managers in
monthly management
meetings

21. How To Align Sales and Marketing – Step 3
Get accurate Monthly Marketing Reports

22. Attention Marketing & Sales Team!
The relationship between sales and marketing should be matured,
integrated and NOT
Blurrrrry ……
Don’t confuse
your teams
anymore!