Sales and marketing alignment isn’t a new business buzz term or fad. It’s a long-term strategy that leads to higher revenues, when done right. But it’s also one of the more challenging aspects of managing B2B revenue growth.
Unfortunately, I’ve seen too many companies buckling under the pressures brought on by misaligned teams. So, in this post, we’re going to look at the foundations for aligning these two teams.
You’ll also get suggestions for additional resources to start your B2B alignment transformation and what the next steps should be. Sales and marketing alignment builds a strong revenue engine for B2B companies, and yours shouldn’t fail because of a misalignment issue that can be solved.
The reports from Sirius Decisions show that B2B organizations with tightly aligned sales and marketing operations achieve 24% faster three-year revenue growth and 27% faster three-year profit growth.
Even if you are a company that is practicing Account Based Marketing (ABM) already, the survey conducted by Quarry shows that the no.1 challenge is getting your sales and marketing teams aligned.
When you manage a small company, you have more control over all aspects of the day-to-day operations. It’s easy for people to talk to each other, quickly bounce ideas off one another. With a smaller team, it’s also easier for managers to have regular one-on-one meetings and share information with team members.
But, as you grow in size and revenue, this is not as feasible. As your company scales, the alignment factor becomes more critical even as it gets more difficult.
Thus, you’ll need a selling process that aligns the resources of both teams that makes it easier to engage target customers and close deals. Because while it’s all about the buyer, it starts with “us” – the internal team that executes the process.
And your buyer won’t care about your lack of an aligned internal process between your sales and marketing teams. They want to see a unified position that gets them through the buyer’s journey seamlessly.