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 In Sales & Marketing Alignment

We recently got our hands on a piece written by one of our Board Advisors, Julie Zadow (who runs PinchhitCMO), about the building blocks for successful B2B marketing transformation. She’s speaking our language and we wanted to make sure you don’t miss the goods. The full piece is up on our website (here).

It made our day at Demand Spring to see such similarity with what Julie is describing and what we as a company aim to create for each and every one of our clients.

Some of the different blocks Julie talks about are:

  • Clarity and Consistency of Brand Voice and Tone
  • Modern Marketing Organizational Design
  • Aligned Strategy across Marketing, Sales and Product

This article will mainly focus on the block about Aligning Strategy. At Demand Spring, we would say absolutely, but let’s take it further. Aligning strategy AND process across your marketing, sales and product is absolutely vital for optimal efficiency, higher revenue and a stronger sense of employee engagement.

According to a survey by Clear Company, 97% of employees and executives surveyed believe that lack of alignment within a team directly impacts the outcome of a task or project, showing just how important alignment really is.

We’ve actually written about this before because it’s so integral to a marketing organization’s success.

Historically, marketing used to be all about driving awareness and getting more customers to know about the product.

Think about it – decades ago, marketing was basically advertisements to get consumers introduced to different products so that when they went to shop, they would recognize those very items. There also were not as many choices available, so creating loyalty and trust with customers was not as hard as it is today.

Nowadays, however, due to the rise in marketing technology and software, marketing can directly influence revenue and bottom line. We have robust CRMs and Facebook ads to directly see how marketing is affecting the money coming in, creating a sense of transparency around marketing dollars that wasn’t available historically.

This makes it even more important that marketing is aligned with sales and product, because it’s becoming more than just spreading the word. We are moving into a world that relies more and more on communication in order to create efficiency and get things done, and if your marketing and sales departments are not aligned, it could be slowing down your business.

This is just one insight in Julie’s paper. If you’re interested in reading the full piece from Julie, check it out (here).

Want to talk instead of read? Contact us to see how we can help you speed up that alignment and ensure that your business is running as efficient as it can be.

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