What is Sales and Marketing Alignment? And Why You Need it

Lainey Mebust
May 29, 2020

What is Sales and Marketing Alignment?

Sales and marketing alignment effectively means your teams are on the same page. When teams are aligned, everyone is holding up their end of the bargain — marketing is delivering high-quality leads, and sales is closing. Sales and marketing alignment allows your deal flow to work like a well-oiled machine. Without it, both teams, customers, and revenue suffers. 

The Benefits of Alignment

It comes at no surprise that alignment is important for success. Aligning sales and marketing helps optimize opportunities, boost conversions, and increase revenue. In fact, the more aligned sales and marketing teams are, the more successful they’re likely to be. Aligned teams close 67% more deals and maintain higher retention rates. Despite the well-known benefits of aligning teams, getting teams on the same page is easier said than done. 

Aligned teams close 67% more deals and maintain higher retention rates.

What is Sales and Marketing Misalignment?

While many businesses praise the benefits of syncing teams, sales and marketing alignment eludes many. Each team is only as successful as its counterpart. The better leads marketing supplies, the more deals sales will close. The more lead sales closes, the better marketing looks. Because sales and marketing teams are so codependent, misalignment is often inevitable.

Misalignment is fueled by a disagreement between sales and marketing. When revenue slips through the cracks, each team attempts to assign blame to whoever dropped the ball. Commonly, sales teams blame marketing for poor quality leads, while marketers blame sales for lack of follow up. Months pass, the cycle continues, and silos develop. Lost in the middle of this ongoing battle are potential long-term customers, revenue, and trust. 

How to Align Sales and Marketing 

Aligning teams comes down to establishing a common goal, keeping team members in the loop, and finding efficiencies wherever possible. In a time where marketing and sales teams are strained for resources, aligning teams is more important than ever.

Explore five ways to align your sales and marketing teams with limited resources, here

 

Further Reading

Lainey Mebust
May 27, 2020
Lainey Mebust
August 2, 2019