Why sales and marketing alignment is more important than ever

The line between marketing and sales is blurring. We look at what's causing the trend and how you can start to better build better alignment


Leveraging technology

Technology can help bridge the gap. When marketing is driving demand-generation activities, and they end up in the CRM system, it’s a golden opportunity to put business rules and workflow processes in place that allow you to orchestrate and streamline a consistent interaction with the customer, Oram said.

Read more: The rise of sales-tech: What you need to know

Read more: What you need to know about account-based marketing

“A good CRM is a great handoff point for the leads to flow between marketing and sales as part of working together like a ‘well-oiled machine’”, he explained. “And as sales people look to their marketing colleagues, they want to know something they didn’t already know from their customer or prospect. For example, what is that customer doing on that website, or what is the campaign they are reacting to? When the sales person is talking to that customer or prospect, they need something of value to have a discussion around. But that’s often lost in cold handoffs.

“So it’s critical to look at the context of the engagement at a marketing level and make it consistent at sales level so it is one consistent and seamless dialogue.”

Seismic A/NZ MD, Andy Pattinson, agreed technology is one of the keys to closer alignment, particularly in businesses that have sales and marketing teams spread out across different departments or geographies.

“Not only is data sharing vital when agreeing next steps about how to move a prospect along the sales funnel, but asset sharing is too,” he said. “Tools that allow disparate teams to collaborate using data and assets are vital to closer alignment, as it empowers marketing to ensure that sales have the most up-to-date and relevant materials, but doesn’t negate the knowledge a salesperson is likely to have of a prospect’s unique needs.”

In addition, businesses can reduce content creation costs by focusing on creating the right marketing content for the sales team based on knowing what works and what doesn't.

“These attractive benefits are typically achieved through many smaller steps however, such as having the ability to tell a more compelling story about your business, providing a good customer experience through the sales funnel, reducing the number of off-brand messages in the marketplace,” Pattinson added. “In addition, having content ready-to-go, based on unique selling situations and buyer personas is a huge time-saver. Technologies can automate a lot of this process.”

How to get alignment

Haussegger offered the following checklist for ensuring sales and marketing teams are functioning seamlessly:

  1. Do your marketing and sales teams have shared KPIs for revenue growth?
  2. Have you jointly defined a lead management flow into CRM?
  3. Is the lead flow into CRM systematic and working to your satisfaction?
  4. How do you rate your sales and marketing alignment overall?

Cylance senior VP of marketing, Shaun Walsh, meanwhile, had three steps to achieving closer alignment between sales and marketing. The first is to gain a deep and detailed understanding of the end-to-end customer journey and selling motion.

“Also, use automated systems, analytics, big data and AI to automate as much of the selling process possible,” he advised.  

“Thirdly, become an expert at good old-fashioned, clear communication. The most dangerous thing in sales and marketing is an assumption.”  

 Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu   

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hey there! Very interesting article, thank you for your input! I found particularly interesting the part where you mentioned that certain...

Martin Valovič

Companies don’t have policies to disrupt traditional business models: Forrester’s McQuivey

Read more

I too am regularly surprised at how little care a large swathe of consumers take over the sharing and use of their personal data. As a m...

Catherine Stenson

Have customers really changed? - Marketing edge - CMO Australia

Read more

The biggest concern is the lack of awareness among marketers and the most important thing is the transparency and consent.

Joe Hawks

Data privacy 2021: What should be front and centre for the CMO right now

Read more

Thanks for giving these awesome suggestions. It's very in-depth and informative!sell property online

Joe Hawks

The new rules of Millennial marketing in 2021

Read more

In these tough times finding an earning opportunity that can be weaved into your lifestyle is hard. Doordash fits the bill nicely until y...

Fred Lawrence

DoorDash launches in Australia

Read more

Blog Posts

Highlights of 2020 deliver necessity for Circular Economies

The lessons emerging from a year like 2020 are what make the highlights, not necessarily what we gained. One of these is renewed emphasis on sustainability, and by this, I mean complete circular sustainability.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Have customers really changed?

The past 12 months have been a confronting time for marketers, with each week seemingly bringing a new challenge. Some of the more notable impacts have been customer-centric, driven by shifting priorities, new consumption habits and expectation transfer.

Emilie Tan

Marketing strategist, Alpha Digital

Cultivating engaging content in Account-based Marketing (ABM)

ABM has been the buzzword in digital marketing for a while now, but I feel many companies are yet to really harness its power. The most important elements of ABM are to: Identify the right accounts; listen to these tracked accounts; and hyper-personalise your content to these accounts to truly engage them. It’s this third step where most companies struggle.

Joana Inch

Co-founder and head of digital, Hat Media Australia

Sign in