Stage 5
Marketing & Sales Alignment
Bridging the Gap & Boosting Business Performance
Our Alignment stage is designed to align your sales and marketing teams towards a common goal of driving consistent growth.
What is Sales & Marketing Alignment?
Sales and marketing alignment is the largest opportunity for improving business performance. When marketing and sales teams unite around a single revenue cycle, they dramatically improve marketing return on investment (ROI), sales productivity, and growth. In this process, both teams agree to share goals, priorities, and key performance indicators (KPIs). The ultimate goal is to deliver a seamless experience for the prospect or customer, increase conversion rates, and ultimately boost revenue.
Open Line of Communication
The first step in achieving sales and marketing alignment is to establish an open line of communication between the teams. We recommend holding a kick-off meeting to explore and understand what each team needs from the other, as well as to gain a comprehensive understanding of the sales cycle and the ideal customer profile.
Shared Definitions & Goals
Misaligned marketing and sales teams often occur due to separate goals and success metrics. To avoid this, it’s essential to establish a shared set of goals and universal definitions. This way, both teams can work towards the same objectives and ensure they’re targeting the right buyers.
Service Level Agreements
A service level agreement (SLA) is a formal contract between marketing and sales that outlines what each department is responsible for and how each task will be executed. By creating an SLA, we can establish clear expectations for each team and the metrics we’ll use to measure success.
Sales & Marketing Goals
Marketing goals can include leads generated, qualified leads generated, opportunities created, and revenue produced. Sales goals can include follow-up time, frequency, and the percentage of leads that the sales team is expected to follow up with. We emphasise checks and balances as well as give and take, ensuring that everyone is held accountable for doing their part.
What is Sales & Marketing Alignment?
Sales and marketing alignment is the largest opportunity for improving business performance. When marketing and sales teams unite around a single revenue cycle, they dramatically improve marketing return on investment (ROI), sales productivity, and growth. In this process, both teams agree to share goals, priorities, and key performance indicators (KPIs). The ultimate goal is to deliver a seamless experience for the prospect or customer, increase conversion rates, and ultimately boost revenue.
Open Line of Communication
The first step in achieving sales and marketing alignment is to establish an open line of communication between the teams. We recommend holding a kick-off meeting to explore and understand what each team needs from the other, as well as to gain a comprehensive understanding of the sales cycle and the ideal customer profile.
Shared Definitions & Goals
Misaligned marketing and sales teams often occur due to separate goals and success metrics. To avoid this, it’s essential to establish a shared set of goals and universal definitions. This way, both teams can work towards the same objectives and ensure they’re targeting the right buyers.
Service Level Agreements
A service level agreement (SLA) is a formal contract between marketing and sales that outlines what each department is responsible for and how each task will be executed. By creating an SLA, we can establish clear expectations for each team and the metrics we’ll use to measure success.
Sales & Marketing Goals
Marketing goals can include leads generated, qualified leads generated, opportunities created, and revenue produced. Sales goals can include follow-up time, frequency, and the percentage of leads that the sales team is expected to follow up with. We emphasise checks and balances as well as give and take, ensuring that everyone is held accountable for doing their part.
How Can The Roadmap Help You Align Sales & Marketing?
We help your sales team by consulting, evaluating and removing lead channels with low conversion rates, re-engaging and reactivating cold leads, and investing in technology that supports alignment. We bridge the gap by working with technologies that integrate to eliminate silos, facilitate better communication, and give each team more insight into the other’s daily activities. By working with us, your sales team can achieve marketing and sales alignment and drive consistent growth.
