Did you hear why sales and marketing don’t play hide and seek? Because good alignment means they always find each other!
All kidding aside, 39% of sales reps want to better align with their marketing team on goals and strategy. Despite the desire for seamless revenue operations, meeting sales quotas and aligning sales and marketing remain top challenges for sales reps.
Ensuring your marketing and sales teams are in sync can pay off. Highly aligned companies grow 19% faster and are 15% more profitable. However, when only 30% of sales reps say their sales and marketing teams are strongly aligned, RevOps isn’t performing at its fullest potential.
And that’s no joke.
Strategic pivots that better align sales and marketing teams are essential for fostering seamless collaboration, driving revenue growth and enhancing customer experiences.
The following four strategic adjustments will help you develop a unified and effective go-to-market (GTM) strategy that stands out in the competitive landscape.
1. Understand that teams can perform different functions while sharing a common go-to-market goal.
In any organization, diverse teams bring unique strengths and expertise to the table, each performing specialized functions that contribute to the broader mission. Despite their varied roles, these teams share a common goal: driving growth, capturing market share and delivering exceptional customer experiences.
By aligning their efforts and fostering open communication, teams can seamlessly integrate their strategies to support the overarching objective. This unity not only enhances efficiency but also creates a cohesive force. Their functions may vary, but their collaborative aim remains the same as they operate as a revenue-building team.
2. Marketing must recognize different lead values.
Not all leads hold the same value. Barely over half (59%) of sales reps say the leads they receive from the marketing team are high quality. Understanding the current needs of the sales team is crucial for effective collaboration.
The leads the sales team requires can vary depending on pipeline status. When the pipeline is empty or low, an aggressive push for high-quality, ready-to-convert leads is needed to build momentum and drive revenue quickly. Even when the pipeline is popping and the sales team is busy, they still benefit from a steady flow of leads to nurture. Prospecting campaigns that generate diverse potential customers can be highly effective.
By tailoring strategies to the specific needs of the pipeline, marketing teams can ensure they are providing the right leads at the right time for the sales team to achieve their goals and drive growth.
3. Teams must “buy in” on the buyer persona.
A customer persona evolves to align with the specific goals and expertise of different teams within an organization, ensuring a holistic approach to customer engagement.
Each team, from marketing to sales to customer success, brings unique insights and priorities that are crucial for building an accurate and effective persona. The persona emphasizes demographic data, preferences and behaviors for the marketing team to tailor targeted campaigns that attract and nurture leads. On the other hand, sales teams refine the persona to highlight pain points, decision-making criteria and purchase triggers, enabling them to craft persuasive pitches and close deals more effectively.
Even customer success teams can weigh in on the ideal customer based on post-purchase interactions, where they can identify common issues and needs to enhance customer satisfaction and retention.
“A shared understanding of target customers drives unified messaging,” said Susan Macomber, GTM advisor at Fullcast, during a recent SaaStr presentation. This dynamic adjustment of the persona ensures that each team’s strategies are precisely tuned to their roles, fostering a seamless and consistent customer journey from initial contact to long-term loyalty.
4. Track every customer interaction for effective end-to-end monitoring of the buyer’s journey.
Tracking interactions allows for more accurate forecasting and better resource allocation and enables RevOps leaders to address any issues promptly. RevOps leaders can gain comprehensive insights into customer behaviors, preferences and pain points by capturing data at each touchpoint, from initial awareness to post-purchase engagement.
Fullcast automates every touchpoint of the buyer’s journey by providing an integrated platform that seamlessly connects and manages interactions across sales, marketing and customer success teams. This holistic view enables RevOps leaders to identify trends, optimize processes and ensure that every team is aligned in delivering a consistent and exceptional customer experience.
Fullcast’s workflow automation also handles routine tasks, reducing manual effort and minimizing errors. Robust analytics offer actionable insights to continuously refine strategies. This holistic automation fosters collaboration, enhances efficiency and ensures a consistent and personalized customer experience throughout the entire lifecycle. In the end, sales teams that are aligned with their marketing team are 106% more likely to be outperforming their sales goals this year.
By working in harmony, these teams can create a cohesive go-to-market strategy that optimizes lead generation, enhances customer engagement and increases conversion rates. They also ensure that marketing efforts are precisely targeted and sales strategies are effectively executed.
The result is improved revenue growth and higher customer satisfaction.
J’Nel Wright is a content writer at Fullcast, a Silicon Slopes-based, end-to-end RevOps platform that allows companies to design, manage and track the performance of their revenue-generating teams.
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