Category: Sales & Marketing Alignment

Aligning Sales and Marketing for Shared Success

sales marketing alignment

Since Jinan Liu’s Fine Needle Shop created the first printed ad in 10th-century China, sellers and marketers have been working together to close deals and grow businesses.

Today, the relationship between sales and marketing is complicated. Ensuring that these two groups work together is vital to business growth. And while there are barriers to alignment, the process of uniting these traditionally independent teams around a shared set of goals is foundational to success in our digital economy.  Modern alignment is a truly interactive process — not a final destination — that requires executive buy-in, shared goals, platforms, and processes to support collaborative initiatives.

However, when only 8% of marketing and sales teams say that they are tightly aligned, achieving this is often easier said than done.

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How Sales Teams Can Help with Content Marketing Campaigns

sales content marketing

Marketing and sales teams may have different goals day-to-day, but they both work toward the same overarching objective: grow the business. When marketers and sellers can put aside their differences and focus on working toward that goal together, great things happen. Content marketing is one such area where marketers stand to benefit from sellers.

Content marketing, which can generate 3 times as many leads as traditional marketing, is a powerful tool in a marketer’s arsenal, and pairing content marketing with sales takes it to the next level. Results improve, leads convert, your data is supercharged — and your business grows.

Take a look at the four ways a sales team can give your content marketing campaigns a boost.

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Survey Reveals Life Sciences Organizations Need Sales and Marketing Alignment

life sciences sales and marketing alignment

For our first Highspot Market Pulse survey, we chose to explore the state of sales and marketing alignment within the rapidly growing life sciences industry. According to KPMG, global annual sales for the medical device industry alone will reach nearly $800 billion by 2030. Our research found that there is a clear opportunity in life sciences for process improvement between sales and marketing teams.

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Account-Based Marketing in the Age of Authenticity

account-based marketing

Advertisements and mass-marketing emails can take a business only so far in today’s self-educated, hyper-personalized market. To adapt, many companies began implementing more targeted account-centric marketing practices.

Account-Based Marketing, or ABM, is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns and touch points designed to resonate with specific personas within each account.Continue reading article ›

REEL Sales Enablement with Phill Sundal at DiscoverOrg

I always find it fun to interview fellow marketers and bond through our shared understanding of great products, strong value propositions — and common pain points. The pain of sales and marketing alignment (or misalignment) is one that every marketer knows but few know how to solve. After trying to tackle this issue in several different ways, Phill Sundal at DiscoverOrg finally found success with Highspot. In the interview below, he outlines the successes and failures he encountered as he worked to bring sales and marketing into alignment at his company.

Here is the video interview, as well as the interview transcript, below:

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Successful Sales Communication Strategy in 6 Steps

sales communication strategy

ABC: The motivational sales shorthand for “Always Be Closing” might as well also stand for “Always Be Communicating,” because sales runs on communication. From opening pitch to closing deal, effective communication supports every step in the buyer’s journey and provides a critical link between sellers and internal teams such as marketing.

But sales communication can be a double-edged sword. While its importance in providing sales with critical connections is undeniable, it has the potential to overwhelm or distract sellers from their goals if there is no strategy guiding it. Quality, not quantity, is the key for sales leaders looking to create effective sales communication strategies for their teams. After all, sending more email updates won’t make your sales team any more informed if they aren’t finding the content relevant, valuable, or easily accessible. The guiding goal of any successful sales communication strategy should be to provide salespeople with the right information, in the right place, and at the right time.

Read on for the who, what, when, where, how, and why of developing a sales communication strategy. With these best practices, you’ll have a framework for communicating with your sales team that will keep them informed, prepared, and focused on the goals that matter.

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Personas for Marketing and Sales Alignment

buyer personas for marketing and sales alignment

In a customer-first world, alignment on buyer personas has never been more vital. They are key in gaining our target buyers’ attention and staying focused on their needs. Being strategic with creating buyer personas gives us a better chance of nurturing the prospect from buyer to customer, and I believe the key to this is through aligning content to the buyer’s journey.

Most companies know the importance of buyer personas and have embedded them into their go-to-market strategies, but the problem is that they don’t know how to use them. Even more troublesome, they don’t have the correct content to present to each of their buyer personas and there’s no way to serve content to the persona at the right stage of their journey.

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Looking Back at the CEB Sales and Marketing Summit 2017 — Finding Sales and Marketing Alignment

ceb sales and marketing summit 2017

Gone are the days when selling was a linear path: Locate a lead, nurture it with a set of marketing materials, go on a sales call (or series of sales calls), and close the deal.

In today’s B2B selling environment, the sales funnel is more like an infinity loop that flows from marketing to sales and back again until the buyer is ready to engage.

Last week at the CEB Sales and Marketing Summit, I attended several great sessions. Two in particular stood out to me because they focused on something near and dear to my heart — sales and marketing alignment.

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