Sales and marketing alignment

Turning leads into revenue

Fully aligned

One shared strategy that works

The best results come when sales and marketing work together and complement one another – they should never compete. Following the data, identifying high value leads and meeting customers with the right message at the right stage in their buyer journey is true inbound sales and marketing alignment.

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Sales and marketing alignment

Benefits of being unified as one

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Better collaboration

By being connected the knowledge flows, goals are shared, reports and analysis combined and there’s full visibility for each marketing qualified lead.

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Focus heightens

Shared goals means everyone is pulling in the same direction, is more purpose-driven and focussed which ultimately means better outcomes.

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Workflows simplify

No duplication, repetitiveness or mixed messages – both teams are aligned and operate as one with a simple, easy to follow workflow.

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Leads not lost

Never lose a lead. Even the coolest of leads can be picked up through marketing automation and nurtured until they’re ready to join the sales process.

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Sales cycle shortens

Inbound marketing delivers leads direct to the sales team so sales can spend their time nurturing and closing instead of prospecting and potentially neglecting the pipeline.

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Revenue increases

Two teams working as one means there will inevitably be cost savings alongside the power of their combined efforts driving up sales.

Questions you may have

Sales and marketing alignment isn’t some clever new fad, it’s good old-fashioned business common-sense! The two entities shouldn’t view each other as competition, they need to work together, as one, to achieve the same end goal – amazing results for your business!

We work with switched-on businesses who see the value in sales and marketing alignment in their organisation. When it’s done well, there are amazing results and teams of staff who get some serious job satisfaction out of their work too.

What is sales and marketing alignment?

Sales and marketing alignment isn’t some clever new fad, it’s good old-fashioned business common-sense! The two entities shouldn’t view each other as competition, they need to work together, as one, to achieve the same end goal – amazing results for your business!

Why is sales and marketing alignment so important?

If you think about it, both your marketing and sales teams have the same goal of driving sales and revenue, so why wouldn’t you align them? It’s a missed opportunity but so many companies still insist on keeping them in silos.

Should sales teams be in marketing meetings and vice versa?

Absolutely yes! The more synergy, the more collaboration and understanding. It will all help to reach the same joint end goal.

How can alignment be achieved?

Scheduling regular joint meetings is critical – everyone needs full visibility. But before this, ensure everyone gets a voice when it comes to setting strategies and plans. Sales will have so much knowledge about their target customers to share and this will be invaluable for writing relevant and impactful content for each stage of the buyer journey, for instance.

Could we be using our CRM system better?

Probably yes. If you’re not using a fully automated system which ties in marketing, and sticking to a simple sales CRM, you could really be missing a trick. Aligning sales and marketing means aligning the processes as well and using a marketing automation system, such as HubSpot, enables the flow to run smoothly and everyone to have full visibility at all stages of a customer’s journey.

How we get it done?

We work with switched-on businesses who see the value in sales and marketing alignment in their organisation. When it’s done well, there are amazing results and teams of staff who get some serious job satisfaction out of their work too.

How can Media Matters help?

As a HubSpot partner we already work with HubSpot clients who recognise the real value in aligning sales and marketing teams. It’s a clean, simplified process that has everyone working together for the same end goals. It makes for some great teamwork especially when the results come flowing in!

What happens when sales and marketing are not aligned?

it becomes inefficient, more costly and can waste a lot of time. For instance, marketing will work up content that is largely irrelevant as they’re not close enough to understanding the buyer audience while marketing qualified leads generated from activity may not be properly nurtured and followed up by the sales team. It’s a broken process and the gaps that exist mean that budget is at risk of being wasted.

How does the alignment work within inbound marketing?

As outbound tactics such as cold calling and email are being ignored more and more by customers, the inbound methodology needs to jump in. It’s all about recognising where your customer is in their journey and mindset and meeting them there with exactly the right messages so as it’s a meaningful and positive experience with a pro-active outcome – eg: they want to engage, or better still, they’re ready to buy! Adopting inbound tactics will include creating buyer personas, segmentation where possible, before setting content strategies and workflows around nurturing, engagement, closing and customer support.