SALES & MARKETING ALIGNMENT
How to Align Sales and Marketing Processes ADAM LITTLE
When sales and marketing teams work in harmony, that makes a big difference to the bottom line. However, many organizations may have a disconnect between sales and marketing resulting from a clash of cultures or a lack of understanding between the teams.
If management focuses on aligning processes between sales and mar- keting – while building a foundation between the two departments – these teams can work together toward a common purpose and aligned goals that will benefit the bottom line and help grow the business.
Whatever stage your business is in
at any given moment, it’s essential to align sales and marketing processes to effectively scale the business while growing its customer base. Here’s how to get started.
1. DRILL DOWN INTO THE BASIC GOALS
If you want your marketing and
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sales professionals to work closely together, you first need to make sure both sides understand their goals as departments and those of the company as a whole.
When setting business objectives for the week, month, quarter, or year, ensure you have a key representative from each team who is able to con- tribute to the discussion, hear from their colleagues working in different departments, and feed back the goals to their team. This allows sales and marketing to understand their wider role in the business – since they know how their tasks will contribute to wider company success. It is also worth breaking down big-
ger, more daunting goals into bite- size ones. This makes the prospect of achieving each one far more realistic
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