Learn about the B2B marketer and sales relationship, barriers to a productive relationship, and some best practices to overcoming those barriers.
- Marketing and sales need to work together to get the job done. But more often than not, they don't. 90% of marketers say that lack of sales and marketing alignment, keeps them from reaching their objectives. Why does this happen? Well, here are some of the different roles and perspectives of marketing and sales. Marketers and salespeople share the same objective, to grow the business. But each discipline contributes differently, they have different ways of getting there.
Marketing plans and implements a comprehensive strategy, targeting a broader population through multiple touch points. Sales is a direct relationship between two parties, either individuals or small groups. Marketing analyzes data, research, customer insights, market dynamics, competition, pricing and previous marketing efforts. Sales is a more direct, one on one approach to convert prospects to customers by solving their problem.
Customers don't seek to buy something a company sells, they seek what is of value to them. Marketing sets that foundation, sales is the ultimate result of that marketing and the deal closer. If these differences seem clear, then what's the problem? Well, only 36% of marketing leads are followed on by sales and, less than one third of leads passed to sales, convert to an order. So you see the disconnect here, why does this happen? Some of the most common reasons are that they work in silos, they share information or annual plans or they simply don't understand what each other roles are.
But here's what you can do about it, obtain an executive sponsor, someone in the sea sweep for the support you'll need to bring about change and collaboration. Define roles and responsibilities, highlighting the value that each discipline adds. It's the saying, "good fences create good neighbors." Collaborate during the annual planning process including, lead generation strategies and how to measure success. Share access to marketing automation and customer relationship systems.
Create a discipline feedback loop to keep communication open and understand what's working well and what needs to be improved. Create joint assignments or rotate jobs, so each has lived the other's life and speaks the other's language. Develop a shared point of view about how customers make decisions and how to engage customers at influential moments. I know this is a long list of suggestions, I've provided you with two exercise files, so you can prioritize the number one barrier at your organization and the number one best practice to overcome that barrier.
It'll be helpful for you to think this through on your own first. Then, you might want to use this template as an ideation tool with people at your company. 74% of best in class marketing organizations have strong marketing and sales alignment. Follow these best practices to overcome barriers between marketing and sales and attain your business objectives.
- Learning the role of a B2B marketer
- Maximizing the relationship between B2B marketers and sales
- Setting objectives
- Writing different types of objectives
- Benchmarking against objectives
- Identifying your competition
- Anticipating future trends
- Developing a marketing strategy
- Developing buyer personas
- Writing an insightful creative brief
- Measuring and optimizing