Data is the crucial ingredient for maintaing
sales and marketing alignment. You need data
to monitor progress toward goals, analyze lead
quality, and measure marketing ROI. So the first
step is creating a Smarketing organization
establishing a closed-loop reporting system
that tracks key marketing and sales metrics.
The two key pieces of this system are:
CRM (Customer Relationship Management)
These two systems must be integrated to share
data on every lead from creation to opportunity
stage to close, so you can build reports that
show the close rate and new customers from
the leads generated by marketing.
Marketing should share with Sales:
Complete Lead Intelligence
Sales should share with Marketing:
Lead Status Updates
Companies with strong
sales and marketing alignment get
annual revenue growth.
Five steps to integrate Smarketing:
Speak the Same Language
Set up Closed-Loop Reporting
Implement a Service Level Agreement (SLA)
Maintain Open Communication
Rely on Data; Not Emotions
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