The Sales And Marketing Handshake

You’ve heard it a thousand times before… It’s essential to align sales and marketing in your company. But how?

Revenue growth is likely to remain an ongoing challenge for industrial B2B companies, requiring they find new ways to drive greater internal alignment. The marketing and sales handshake as we know will need some attention.

Having worked in executive sales and marketing roles for almost 20 years and experienced some of these challenges myself, I’ve put together three key steps to align these interdependent teams. Not only will these tips help reduce politics and conflict, but they will ensure that sales and marketing teams are able to work together to drive the maximum revenue possible.

1. You Must Align on Purpose.

First and foremost, both sales and marketing teams need to be on the same page with what they are trying to achieve. What they stand for and why do they exist. When both teams work towards one aligned purpose it becomes easier work together.

Once you have alignment on the big picture, for e.g. Revenue Generation – a joint vision is formed. Metrics will need to be agreed upon along with some principles of play. It’s also important that sales and marketing agree on how to achieve those metrics.

2. Develop Simple Processes.

There will be a need to create simple, interconnected processes to minimise any friction or conflict. One of the biggest issues with misaligned sales and marketing teams is when both teams have their own processes for doing things — but they don’t know each other’s processes, or don’t care.

3. Internal Marketing.

Internal marketing when done well will help engage all stakeholders. It’s critical marketing communicates clearly and consistently. From a business standpoint, this is necessary to avoid confusion and finger-pointing.

Strong communication helps sales and marketing teams function together like a well-oiled machine. Since B2B marketing and sales tactics have changed dramatically in recent years, it’s important to develop a feedback loop so that you can adapt to changing environments as needed.

Aligning sales and marketing teams will lead to revenue growth and superior customer experience outcomes. When employees work well together the customer feels the love.

Related: Sales and Marketing Alignment Guide

Other Reading: How can sales and marketing align?

SALES AND MARKETING ALIGNMENT

Learn how to lay the foundation for getting sales and marketing to play nice in your company. Understand the causes of misalignment in order to develop a strategy to set your brand up to win for the long-term.

You’ll have access to the recommended improvements to achieve to get the sales and marketing handshake to stick.

ABOUT THE AUTHOR

Peter Zafiris is an industrial marketer and founder of Industrial Ideas. Having built his experience in B2B marketing from the ground up, Peter understands what it takes to succeed with your marketing strategy. All client projects are personally managed by Peter to help industrials like you get the return on investment you deserve. Peter and team, work hard to become an extension of your business, to help you get the most out of your marketing efforts. Get your free 30 minute marketing consultation to learn more.