The importance of creating a culture of collaboration between your sales and marketing teams can’t be overstated. But, in case you needed a reminder of how important it is, consider these facts…
- Aligning both departments can help generate 209% more revenue from marketing (Marketo).
- Aligning sales and marketing also leads to 38% higher sales win rates (MarketingProfs).
- B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth. (SiriusDecisions).
- Sales and marketing teams have different objectives. While each department might have specific goals they’re trying to reach, both should be working together on one objective: generating revenue. When each individual goal is tied to that single objective, it creates a greater focus and filter through which you make decisions. Creating alignment around a shared objective to drive revenue helps hold both teams accountable to the projects and tasks that truly move the needle.
- Sales and marketing teams aren’t meeting together regularly. Collaboration can only happen when both teams are getting together on a regular basis. When sales and marketing teams aren’t meeting together regularly, you’ll often find the organizational struggles with inconsistent messaging, battles over lead quality, and an “us vs. them” mentality.
- Your sales or marketing teams are afraid to fail. When someone is afraid to fail, they’ll do everything they can to make sure they look good. Sometimes, that means fudging the numbers or making excuses about why they’re not meeting their goals. If one side is afraid of what might happen if they fail, they’ll often get very defensive about their contributions and point fingers at the other side. Collaboration between sales and marketing teams requires open and honest communication. If one side isn’t willing to face the “brutal facts,” true collaboration isn’t possible.