How 8 Brands Mastered Marketing and Sales Alignment


I’ve written before about the importance of sales and marketing alignment, but the point cannot be underestimated: when they line up sales and marketing teams, the business is undoubtedly more successful.

Also, having a strong lineup between sales and marketing is mutually beneficial both of them Teams – In fact, sales and marketing alignment can help your company improve 67 better at the end of contracts, and marketing can help generate 209% more revenue.

If you are anything like me, it is probably helpful to learn, for example. That’s why we’ve reached out to eight brands to find out how they specialize in marketing and sales alignment.

I encourage you to use the following examples as a motivator for your process as you work to better organize your teams, but remember – marketing and sales alignment is individual business. Will be unique to

Because of this, you will benefit the most from this post if you choose and choose the strategies that you find most relevant to your own company’s culture and business goals.

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1. Crossbeam eliminated OKRs throughout the company.

Robert Moore, co-founder and CEO at Crossbeam, told me: “At Crossbeam, we’ve changed OKRs across the company, which change every quarter, and we’ve seen sales, marketing and product data from HubSpot. It can be measured using numbers. “

He added, “Everyone at Crossbeam has access to dashboards that are updated in real time with our progress toward these important results, and our progress to help people expand and advance the discussion around development.” The company auto-posts on Slack every morning for. The company has linked to the same page and most importantly. “

Key method: Finally, for strong marketing and sales alignment critical, these two teams share key metrics and can repeat their alignment based on which metrics are exceeding expectations, and which is falling short.

2. Raibon developed a marketing platform for sales.

Jignesh Shah, CEO of Ribbon, says his company has changed its mindset to create a better line-up between sales and marketing: “In Ribbon, instead of one marketing in the sales funnel, we have one marketing. Believe in turning sales into marketing. Marketing campaigns are launched and supported. Integrated sales follow-up. Sales and marketing week to discuss the results of these campaigns and ultimately evaluate their effectiveness. There is a wise meeting.

“Circle operations keep sales and marketing teams consistent and results-oriented.”

Key method: To build your scope, consider how you can develop weekly or monthly sales and marketing collaborations in your company culture. Ultimately, both teams should feel comfortable working together on a regular basis to build a truly, sustainable company.

3. SmartBug Media has linked its content calendar to its revenue targets.

Hannah Sean, Director of Marketing at SmartBug Media, told me that her team has linked their marketing goals directly to revenue targets to ensure that both teams stay upright and on track: “Our campaigns and content The calendar is directly linked to revenue targets, resulting in an average of 17 17.4% month-over-month increase in bound-qualified sales lead over a month that converts to a qualified pipeline at an average rate of 47.73%. Is. “

The graph of qualified sales leads increases to 2020

He continues, “Furthermore, our sales team sees immediate benefits in their hub spot continuity. The marketing that is being developed is through their direct access and meeting them for the first time.” “

Key path: To really encourage and motivate both teams to work together, consider how you can create a crossroads in the key business metrics. For example, you may receive revenue according to your marketing goals, to ensure that marketers stay on track to meet similar bottom goals, which are also the most important in sales.

4. Outreach encourages both teams to avoid blaming at all costs.

If your marketing and sales teams are doing the wrong thing or don’t communicate well, it can be easy for each team to blame when things don’t go according to plan.

As Mark Kosoglu, Sales VP at Outreach, puts it: “You need to decide not to have a guilty mentality or culture. When the pipeline is seen as a common challenge, then about it.” It’s easier said than done.

“Sales and marketing are a complex relationship, and blaming reduces your ability to create needle-driven solutions.”

Key method: Create a culture in which your sales and marketing teams feel authentically connected and connected when your company’s line comes offline. The more leadership can encourage cooperation than competition, the better.

5. Nextiva focuses on high quality data analysis to align marketing and sales.

Finally, it is important to understand the current level of alignment between sales and marketing goals and to analyze data to ensure future alignment success.

Nextiva is fully aware of the importance of data for marketing and sales alignment. As Gitano de Enardi, director of growth marketing at Nextiva, told me: “In Nextiva, we have a joke: ‘Hey marketing, can we just take another lead?’ Our leadflow is 100% bound, but with this management comes a unique set of challenges. Sales can often argue that lead is too small. So we’ll fix it by ranking Google higher for important terms like Business VoIP. “

He added, “Alternatively, when Sis volumes are undoubtedly above the forecast, the sales will say that the lead sizes are not that big. So we will look at the data and show them.” How bad their close rates have been in our largest lead size. In the end, there will be one. Aha Where the biggest problem exists between the two groups – but it happens when you bring the right statistics into the conversation.

“The process of clearing the gap between marketing, marketing and sales to solve complex problems is based on effective communication with advanced project data analysis and action plans, and accountability on both sides.”

Key method: Bring data into every conversation you have between sales and marketing. To avoid blaming, you can use this statistic to show where each team may feel short of helping to support the other team’s goals.

6. Blue Leads sales and marketing teams share an ecosystem to enhance the user experience.

In order to truly align your marketing and sales teams, you’ll want to consider what tools and platforms each team uses. Is there a chance to align your tools to give each team member the ability to imagine how their individual actions are helping or harming the other team’s goals? And, finally, what does the user experience look like?

As Dave Stout, an in-house expert at Boulevards, explains: “Our ability to maintain a line between marketing and sales comes down to three elements: processes, communications and the shared ecosystem.”

“We jointly develop processes that we share and improve. For example, marketing will help us build sales content, and our sales team over time. It will improve the content assets and share the results. This is an ongoing discussion about what is working and what is not working.
We maintain an open communication channel each week through meetings to resolve friction points, set up action items, and hold each other accountable. “

“The most important tactic we use to stay aligned is to share an ecosystem. Both of our teams use HubSpot, and we report on each team’s portal and dashboard,” Stout added. Allows us to communicate effectively about the quality of leads. Through a variety of channels, enables us to accurately predict sales and identify touch points. We can integrate the whole purchasing process to improve the shopping experience. “

Key method: Choose an ecosystem that offers innovative tools for both sales representatives and marketers. As much as your teams can line up Tools and Processess, it will be easy for your whole company to get in strict alignment.

7. Super Office asked its sales representatives to be more active on social media.

In a case study blog post, Steven McDonald writes about the Super Office experience of aligning their own sales and marketing teams.

In 2016, the company selected a sales sales expert, John William Alfner, to guide the sales team on how to use social media for sales. The sales team changed its approach and recognized social media as a tool to capture B2B sales – not just leads.

As McDonald writes, “Sales and marketing have become significantly cleaner and now there are regular meetings to discuss content, campaigns, digital activities and goals – such as what to post online and how much.” Bar, how to target prospects and build relationships and engage with them. Potential customers. “

Results? Turnover increased by 168%, social media visits to the Super Office website increased by 61%, and turnover increased by 10% in the first 12 months.

Key method: Consider what aspects of marketing – including social media, blogging, event planning, email, and video – you can ask your sales team to join. In this case, the sales team identified them own The power to reach new audiences and turn users into leads through social media. Those representing your sales can have unique opportunities to reach new networks.

8. American Express developed a content in which both marketing and sales play a role.

American Express had a lofty goal: to position itself as a leader in the corporate travel industry.

To do this, the company partnered with the Global Business Travel Association (GBTA) and conducted extensive research on the global business traveler experience.

American Express then set up a pilot social sales team, which included employees in a variety of departments and locations, including sales and marketing.

The team developed content based on GBTA research – and, while marketing was at the forefront of creating and distributing this content, the sales team provided insights to the customer and ensured that The key role played is that this content is customer focused.

American Express’s corporate travel content hub has been a resounding success – with over 100 million publications, over 1,500 pages, and 100% engagement on LinkedIn.

Key method: While marketers are important for customer research and understanding the needs of your audience and prospects, marketers need to remember that sales reps are the ones that speak directly to prospects and customers on a daily basis. Consider how your marketing team can collaborate on sales to leverage this unique customer insight for upcoming campaigns or content launches.

Now that we’ve mastered some of the amazing brands that are aligned with sales and marketing, we’ve been tested for more individualized, step-by-step guidelines for sales and marketing alignment to better align and Take a look

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