Creating alignment and synergy between your sales and marketing teams is one of the most valuable things a business can do when heading into a new year. Sales and marketing tasks are continuously and increasingly integrated. Marketing teams need to know more about sales. Sales teams need to know more about marketing. Both need to know more about your customers. Finding a way to eliminate the silos between sales and marketing is the ultimate win-win-win.
How to Align Sales & Marketing for Mutual Success in 2019
While there are a variety of different ways you can go about creating alignment between your sales and marketing teams, here are a few important principles I encourage leaders to consider.
- Involve everyone in discussing and executing the ideal buyer’s journey. The buyer’s journey has changed more in the past 10 years than in the past 100. Today, the buyer is in control. Both marketing and sales teams have important roles. That means they both need to be on the same page. Creating the ideal buyer’s journey requires taking a step back and determining what the ideal experience would be. Getting both teams together to discuss ideas and what their roles need to be opens up invaluable conversations and collaboration.
- Encourage both teams to collaborate on sales-enablement needs. When it comes to creating synergy from a sales-enablement perspective, both teams need to understand each other’s priorities, activities, and goals. Next year, your marketing team should create specific resources and communications for the sales team. Encouraging both teams to be involved in the process will create a significant change in the ways marketing teams work with sales teams. It will also provide new opportunities that help marketers get their valuable content to their customers.
- Always look for ways to simplify and make everyone’s job easier. Both marketing and sales teams have a lot going on every day. It can become overwhelming to think about how to do even more next year. The good news is that there are simple things marketing teams can do to make your sales team’s lives 1,000 times easier. It could be something as simple as creating email templates your business development team can use for conversations with prospective customers. Technology also provides an opportunity to send emails on behalf of your sales team as a way to further qualify leads for them.
A Free Resource to Help Align Sales and Marketing
Whatever ideas you have to improve alignment and synergy between sales and marketing teams next year, remember that the most important thing you can do is to take action. You won’t ever achieve perfection without taking small steps first.
If you want to explore other ways to align sales and marketing for mutual success in 2019, check out our free guide Eliminating the Silos. This guide offers tips on how to eliminate the frustrations of your sales team and make your marketing efforts an indispensable asset for business development.